Just a couple of months after Apple enlisted a children's choir to sing Pixies "Gigantic" in an iPhone ad, they've tapped another indie artist to soundtrack a new promo called "Parenthood," according to MacRumors. Canada's Julie Doiron, 42, the former bassist and singer for critically (but not commercially) lauded '90s alt-rockers Eric's Trip, has taken on a new life as a hushed folk singer and her "Life of Dreams" soundtracks the spot.
Like much of her solo output, it's a short, lilting acoustic number that relies heavily on her smoky vocalizations to drive the emotional weight of the track. So, it's a perfect fit for an Apple ad about raising kids. It's a shame they couldn't have given some shine to her momentous collaboration with Mount Eerie, Lost Wisdom, or any of her nervy work with Eric's Trip, but hey, maybe Apple could do for Doiron what they did for Leslie Feist.
Watch the ad above and hear the full version of "Life of Dreams," from her 2009 album I Can Wonder What You Did With Your Day, below. (Plus, some other goodies.)