DeVotchKa’s “How It Ends” gets licensed… again

Photo: Bryce Boyer

When he penned “How It Ends,” it’s a safe bet that Nick Urata’s artful inclinations far exceeded any commercial aspirations he might have had. All the same, the members of DeVotchKa, whose contributions to the Little Miss Sunshine soundtrack earned the act reams of acclaim, have gotten a ton of mileage out of the bewitching title track from their 2004 magnum opus. In addition to being prominiently featured in spots from Toyota and Gerber, the song is now being used to set a wistful tone for a new clip touting XBOX 360’s Gears of War 2, which began airing yesterday. — Dave Herrera