From Retro to Right Now: DIA Reinvents a Beloved 1976 Ad

In 1976, the Detroit Institute of Arts (DIA) captivated audiences with its vibrant "You Gotta Have Art" commercial, a lively rendition of the Broadway tune "(You Gotta Have) Heart" from Damn Yankees.

 

Featuring an 80-member ensemble of museum staff, volunteers, and local performers, the ad showcased the museum's masterpieces, embedding itself into Detroit's cultural fabric.

 

Fast forward to 2025, and the DIA has breathed new life into this classic.

 

Under the direction of Adam Kosberg, the museum's Director of Visual Media, a shot-for-shot remake honors the original while reflecting the institution's evolution over the past five decades.

 

Released on YouTube, the updated film serves as a nostalgic yet fresh tribute to the museum's enduring legacy.

 

Pre-production began a year prior, involving meticulous casting and coordination of hundreds of schedules.

 

Filming spanned two months, capturing Detroit's rich artistic contributions across various disciplines.

 

Iconic artworks like Diego Rivera's Detroit Industry Murals and Rodin's The Thinker provide backdrops for dynamic performances, including a choreographed number by the Hardcore Detroit Jits Dancers.

 

Notably, local artists Carole Harris and Allie McGhee, who appeared in the original ad, reprise their roles, bridging the past and present.

 

Additionally, two museum employees from the 1976 spot return, highlighting the institution's continuity and growth.

 

The remake also features works from the exhibition "Contemporary Anishinaabe Art: A Continuation," emphasizing the museum's commitment to diverse artistic expressions.

 

Reflecting on the project, Kosberg remarked, "This film is a timeless reminder that art still matters, perhaps more than ever."

 

He encourages those feeling low to visit the museum, suggesting, "You ought to see Van Gogh and take heart."

 

As the DIA continues to evolve, this reimagined commercial stands as a testament to the enduring power of art in Detroit's community.