AMF vs The KLF – ‘3 A.M. Eternal’


In 2015, Swedish Pension Company, AMF, dropped a lyrically lazy, but musically and visually stunning covermercial of rave anthem ‘3 A.M. Eternal’ by The KLF.

You can guess what they did here…

Three letters – One the same…

Lets look cool and change ‘K’ and ‘L’ to ‘A’ and ‘M’.

Fair enough. But why not use the gifts of the rapper to update the lyrics to endorse the product?
Missing a trick guys!

‘AMF is gonna invest your money, cause you hafta
Move to the flow of a high-risk plan
Bass ballistics… You’re gonna work hard
An’ you can cash it out
Down at the post office
Talkin’ ’bout the mu la
Justified Ancient Retired at 72
Got to teach, an’ everything you earn’ll
Point to the fact that time is Eternal’

If you were around in the late eighties / early nineties after The KLF scored huge success with ‘3 A.M. Eternal’, then you may recall resorting to ringing the talking clock to find out the time (this was in the days prior to smart phones and widely available internet). For three weeks, and two days during the summer of 1993, if you phoned at a specific early hour, you would not receive the regular mechanised male voice, instead you would hear a familiar female vocal sample saying ‘It’s 3 A.M’. However, this was short-lived. The usage of The KLF snippet was unauthorised and had been cheekily used by an employee who was a mega-fan of the band. They were then fired for gross misconduct. Damages were eventually paid to the songwriters, Cauty and Drummond, for an undisclosed yet apparently significant fee.

Magnus Rosman / AMF – ‘3 A.M. Eternal’

The KLF – ‘3 A.M. Eternal’

3 thoughts on “AMF vs The KLF – ‘3 A.M. Eternal’

  1. Thanks for your article on the AMF cover of 3 AM Eternal!

    Having followed The KLF in the news since way back in the early 90s I was surprised reading the story about the talking clock incident, I have never heard of this before. I would be very interested to hear where the information comes from so I can do some further research on it. Anything you could add would be most helpful!


    1. Hi Kristoffer, it was on the news one evening, ITV. I remember it well as the reporter introduced it by saying something like ‘Alarm bells were raised at the Talking Clock today when it was discovered that an employee had used music from his favourite band…’ or words to that effect. Pretty sure it was Trevor McDonald.

      It was so long ago, I cannot remember the exact date but was during the summer of ’93. Quite certain of that. Alas, I cannot find a clip on YouTube, Vimeo or Daily Motion.

      Good luck with your research. If you can access their news archive, please get back to me as would love to see the report again and share it on the website.

      Maria x

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