You want to reveal your true feelings for them, but you don’t know how they feel about you or how they will react. It is about loving someone who doesn’t really know that you love them.
This isn’t about an official relationship between a man and woman. Regardless if she wants things to be the same way he does, he will still continue to love her and want things to be “that” way even if they never will be. But, she may not feel the same way about him. When Max came up with the original idea for the song, it already had the line ‘you are my fire, the one desire.’ We tried a million different variations on the second verse, and finally we had to go back to what was sounding so great, ‘you are my fire, the one desire.’ And then we changed it to ‘am I your fire, your one desire’, which made absolutely no sense in combination with the chorus – but everybody loved it! Basically the song is about a guy who’s in love with a woman but he doesn’t want to get rejected. When asked about the story of the song, co-writer Carlsson said: “There’s really not much story, although our hero seems concerned about his relationship. The commercial broke during NFL games last weekend and will run across broadcast and streaming platforms.This midtempo ballad finds the guys gushing expressions of romantic affection, according to songwriter Carlsson the song was inspired by Metallica song ‘Nothing Else Matters’. The song has always been a karaoke favorite of the team, so we knew which 'tell me whys' we wanted them to hit, and we still can't get it out of our heads." "We couldn't believe how emotional we all got-there may or may not have been tears in some eyes. "The moment they stood in front of the camera, they rehearsed 'I Want It That Way' just to get the notes right, and we felt like we were getting serenaded on set," recalls Saatchi group account director Jen Brotman. Yeah, bet they have some rad meetings at P&G alright. I guess we took it quite literally this time."
At P&G during briefings, we often discuss the 'mind opening why' behind a product. "Since we are introducing a new category, the lyrics lent themselves to telling people why they need the product and the insight behind it. Plus, the song's "Tell me why" hook fits the brand message, right? "So, it aligned perfectly with our message." "We wanted a band that have a presence beyond nostalgia, and they are having a moment right now with multiple generations thanks to social media," Lobatón says. OK, that's clear-and fresh! But why BSB specifically? "And when we were looking for something that would resonate with our target, we realized there were certain pieces of vintage clothing that made sense, like band T-shirts." "In most cases, your favorite clothes are something you don't want to get rid of-specially not because of malodor," Daniel Lobatón, CCO at Saatchi NY tells Muse. But that BSB tour shirt doesn't smell like skunk anymore.
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