A folk musician from Newfoundland has spoken out against the "offensive" use of a beloved song from Newfoundland and Labrador in a Super Bowl ad on Sunday, demanding an apology from the responsible company.
Korona Brophy, the artistic director of The Celtic Fiddlers music group, was taken aback to hear "I'se the B'y" playing in Vrbo's advertisement, which depicts disappointed travelers finding their vacation rental overrun by livestock.
"Using the song 'I'se the B'y' in their ad like this was almost like insulting our province," Brophy said in an interview on Monday.
The ad caused controversy on social media during the Super Bowl, with some criticizing its portrayal of the classic Newfoundland song to represent something stereotypical, rural, and undesirable. The ad suggests that using Vrbo can help avoid such unpleasant surprises.
Brophy, who also leads workshops on traditional Newfoundland folk music, highlighted the song's significance in the province's history, with references to fishing, dancing, boat building, and locations like Fogo, Twillingate, and Moreton's Harbour.
"Our songs hold a lot of history, especially this one, and that deserves respect," Brophy stated, urging the company to withdraw the ad or edit it without the song and apologize to the residents of Newfoundland and Labrador.
"It's unacceptable to use it like this; it's really disappointing. And I know many others feel the same way."
In response, the premier expressed disappointment in the use of the "iconic" Newfoundland song in the ad.
"Our province has a rich musical history to offer to tourists worldwide," Furey said. "This does not represent our province, our culture, or our people accurately. I urge Vrbo to stop airing the ad until they can change the music."
A spokesperson for Vrbo defended the ad, stating that it was meant to mock competitors, not the people of Newfoundland. However, they did not address questions about the song's use or whether the company would apologize or disclose the singer of the recording.
Andrew Taylor, a history student in St. John's, criticized the ad for associating one of Newfoundland's cherished songs with farm animals, calling it "unfortunate and disgusting."
"My girlfriend and I were watching the game, and we were both stunned," Taylor said in an interview. "The way the song was used is offensive; it perpetuates the stereotype that we are uneducated or careless."
He stressed the importance of respecting cultural songs like "I'se the B'y" to avoid perpetuating harmful misrepresentations of the province and its people.
"For us Newfoundlanders and Labradorians, our music tells our stories for the past 400 years. Loss, tragedy, celebrations... it's crucial to tell these stories accurately," Taylor emphasized.
According to the Canadian Encyclopedia, "I'se the B'y" dates back to the 1870s, with its author unknown. It was transcribed by researchers studying Newfoundland folklore traditions in 1951 and gained popularity through recordings by artists like Great Big Sea, Dick Nolan, and Alan Mills.