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David Wittman, the DJ Dave who made a hit YouTube music video spoof last year about getting real in the Whole Foods parking lot (on Lincoln Boulevard), and followed it up with a new satire of yoga studio culture, gets noticed in this past weekend's New York Times Sunday Styles section.
Mr. Wittman, who is from Berkeley, had a respectable music career before all this. He has won Cannes Lions for his scoring work and recently remixed “Whatever Lola Wants” for the popular Pepsi commercial featuring Sofia Vergara and David Beckham. So, when Hyundai hired him to appear as his DJ Dave character in a series of holiday ads, Mr. Wittman was amused when followers on Twitter called him a commercial opportunist. “The reality after 12 years in advertising is that I sold out so long ago, I’m trying to sell back in at this point,” he said.Mr. Wittman understands how short the shelf life can be for viral sensations but is optimistic he can keep his career local and sustainable. “There’s so much absurdity in Los Angeles,” he said, as a woman in a BMW rolled through a stop sign while chatting on her iPhone.