Top five single is really just an Asda jingle
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Asda, the supermarket chain owned by one of America's biggest corporations, has been accused of hijacking the pop charts with a song incorporating its advertising jingle.
Don't Give Up, the long-awaited comeback hit by Louise Redknapp, may be a charity single but that hasn't stopped critics claiming it is a thinly disguised vehicle to promote Asda.
The song entered the charts at number five last week amid a massive publicity campaign, with proceeds going to the charity Breast Cancer Care.
But the song has been plunged into controversy after radio stations were besieged by calls from listeners pointing out its similarity to the famous "Asda Price" jingle that ends with a woman slapping her back pocket. The company has now admitted that the resemblance is intentional - and that the hit was co-written by the man who created its trademark theme tune.
Consumer experts last night condemned Asda's conduct, with one branding it "cynical" and another accusing it of "manipulating" and "exploiting" the public.
Arnon Wolfson, the producer, is open about his use of the jingle, which was adapted for Louise's hit by its original writer, Roger Greenaway. Until now Mr Greenaway's most notorious credit was a version of the 1971 New Seekers hit "I'd Like to Teach the World to Sing", which included the lyric: "I'd like to buy the world a Coke."
Mr Wolfson, who insisted that the idea of using the jingle came from him rather than Asda, said: "It occurred to us that a perfect way to help Breast Cancer Care raise money would be to release a single with Louise and to link up with Asda, which already had an alliance with it."
Christine Watts, Asda's corporate affairs director, denied the single was intended as a marketing tool. "The thing that matters is that we raise lots of money," she said.
Dr Paul Buckley, a lecturer in consumer behaviour at the University of Wales Institute, Cardiff, said: "It's not sinister but you could call it cynical. It's cheap advertising for Asda and the benefits could be phenomenal."
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