EMF finds a new way to be associated with cheese

I know that the art of jingle writing is officially dead, and thus on any given night of TV one can hear real songs by bands like Franz Ferdinand, Kings of Leon, Trio, The Caesars, and even the lovely and mysterious Yma Sumac repackaged to shill all kinds of mundane products, but have things really gotten so bad that Kraft needed to contract EMF to sell their latest cheese product?

EMF, the one hit wonder who a decade and a half ago brought us the Manchestertastic "You're Unbelievable" have rewritten their one stab at glory to be about cheese. No, real cheese. Kraft Cheddar Crumbles to be exact. Except now instead of declaring that the object of the singer's affection is unbelievable due to the things she says, the tune now declares in an incredibly awkwardly worded refrain that Kraft Cheddar Crumbles are "Crumbleievable" - a word which besides being imaginary, is decidedly perplexing as to its exact meaning. One can only wonder what the ad agency meeting was like where someone suggested locating a band whose relevance expired more than a decade ago and then thought "Ah yes, and let us get them to rewrite their song to be even more completely nonsensical than before".

When Devo rewrote Whip It to be used in Swiffer ads, now demanding we "Swiff it good!" the effect seemed oddly appropriate. I mean, this is the band that back in the day were shilling Honda scooters, so rewriting Whip It to Swiff It seemed less a sell out and more like an inside joke we were all in on. But for EMF, the joke seems firmly on them. I just want to know, was there a moment when singer James Atkin was rerecording the song and recognized what kind of lows had been hit. There's selling out, and then there's rewriting your only hit song to shill cheese. That's scraping the bottom of the cracker barrel.