When I heard Walt Whitman's long-lost recording of "America" used in an ad for Levi's jeans, it didn't ring wrong to me; the recording is in the public domain, and the commercial seemed a soft sell, pitching American values and freedom more than any particular product. The match between the video images and the audio (with subtitles) is nice, and the visibility it gives to the poet seems to me to be okay. But would it hurt to name the poet? Give him some credit.
Things seem different in the new Jeep Wrangler commercial, which shows the Jeep navigating a snowy road as an audio recording of Robert Frost reading from "Stopping by Woods on a Snowy Evening." A small text tag at the end identifies the poet, the poem, and the copyright holder: Henry Holt. What's next?