Just in time for the back-to-school shopping season, Fox Business Network’s Mornings With Maria Bartiromo aired a segment on “high-end, bulletproof” backpacks and clothing. The opening of the piece, a series of close-up clips of the bags, was accompanied by La Roux’s 2009 hit song “Bulletproof.”
Yes, you read that right. An upbeat song about overcoming a tumultuous end to a romantic relationship was used to advertise everyday protective wear to prepare for school shootings.
Along with paper and pens, safeguard brand MC Armor recommends that you invest in their recently developed defensive backpacks. Bartiromo deems the apparel “quite fashion-forward” and notes that it “doesn’t even feel like it’s heavier than a regular backpack.” Scroll down to the Media Matters embed below to see the full segment.
Speaking to NME about the incident, English synth-pop artist La Roux, whose real name is Elly Jackson, said: “Using ‘Bulletproof,’ a song I wrote about relationships, for a piece like this is abhorrent. I have never, and would never approve my music to be used in this way.”
In her hit single, La Roux belts, “I won’t let you in again,” promising that, “This time, baby, I’ll be bulletproof.” So, no, Fox, she probably didn’t have bulletproof backpacks in mind when she first penned the song.
In a statement to Newsweek, a Fox Business Network spokesperson said: “The song was chosen by the production team and the selection has been addressed.”