You’ve probably heard about Jack White‘s version of “Another Way to Die” being used in a sad advert for Coke Zero. (Uh… I guess zero calories is supposed to be manly? And sexy? How else could James Bond keep the pounds off, eh?)
Now Jack is letting the world know he’s just a bit more than just disappointed that they’ve gone and used his song for the commercial with a public statement:
Jack White was commissioned by Sony Pictures to write a theme song for the James Bond film Quantum of Solace, not for Coca-Cola. Any other use of the song is based on decisions made by others, not by Jack White. We are disappointed that you first heard the song in a co-promotion for Coke Zero, rather than in its entirety.
What do you think Jack objects to the most: 1. Not having full control over the release of his song 2. Not getting the joy of handcrafting another Coca-Cola jingle? As you probably remember, Jack wrote a widely debated tune for a Coca-Cola advert in 2006.
I can think we all agree Jack’s original work with Coca-Cola was visually and conceptually far superior than this tie-in schlock.
UPDATE: As someone mentioned in the comments, I’m sad to say that Nagi Noda, the Japanese director of the Coca-Cola ad, died on September 7th due to complications from an accident she was in earlier this year. The world has lost a truly talented and inspiring individual.
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My belief is that the irritation is that he likes you to see the full and complete work and not just a sample. It’s like seeing a painting with only a few colors on the canvas. It is not what the completed work “looks” like. Only my opinion.
Another reason he’s probably peeved is the same reason he didn’t let the Gap, Coke or any other adverstiser use White Stripes songs when they offered him a lot of money: he writes with specific projects in mind. Another Way to Die was inspired by and written for the Bond movie. The song he wrote for a Coke was inspired by the late Nagi Noda’s visuals for the ad. To have your song chopped up and previewed is bad enough, but when it’s used for a purpose for which is was not intended it just makes it worse.
The song was leaked by Coke, who wasn’t supposed to air the commercial until after the song was officially released,(they won’t admit that though) so that could have something to do with it. I would think Sony is just as pissed.
As for Jack, he knows that signing on for something like this is going to involve his musical creation being used for a wide variety of promotions with a lot of different companies, most of which he will have no say or control over. The last Bond film generated close to a billion dollars in revenue.
Coke fucked up, but they have a sense of entitlement when it comes to things like this, but they probably don’t know how these internets work, right? RRRRiiighghhhtttt.
he is pissed ’cause he is a douchebag
You can listen to the complete song on http://www.thirdmanrecords.com I have to admit that Jack and Alicia sound good together.
No, sir, I don’t like it. Don’t like it at all. I’m not a big fan of horns, and this is really HEAVY with them. I admit, it DOES fit in with the whole James Bond vibe, but it’s just not one of Jack’s better songs.
hes lost it, james bond theme songs…the last raconteurs tanked/sucked….his hoe/model wife. he is a cliche. go back to your little room in the hood and make some good music douchebag
^OKay Jason, no need for sour grapes
The only cliche is you, you jealous little pig
seven nation army was intended to be a james bond theme song. whats wrong with doing a james bond theme?
the last raconterus album was amazing. it didn’t tank either.
whats wrong with his wife? she’s an artist in her own right. He didn’t marry some random girl.
omg jack is playing the drums in the video!
http://www.theimproper.com/Template_Article.aspx?IssueId=6&ArticleId=2444
I know. He is amazingly talented! He’s cut ein the video ,too
Coca-Cola has been brilliantly marketed over the years and it’s created a good image of itself. Coke has created a cool and sleek image of its drink over the years. Coke also has a “happy family” image. The adverts always show happy, laughing friends drinking a Coke, or a cosy image of the whole family enjoying a glass of Coke each.
Coca-Cola have incredibly powerful marketing and it is because of Coca-Colas marketing that Father Christmas wears all red and has a big white fluffy beard. Coke created that image; yup Father Christmas is thought of in that way and portrayed like that all because of Coca-Cola. I was amazed to find that out in Graphics when studying the marketing and advertising of drinks companies.
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jones
Internet Marketing
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