Saturday, September 13, 2008

Jack White suddenly not happy being a Coca-Cola shill

You'd have thought that with Jack White having happily taken the Coca-Cola shilling in the past, he'd be used to the way the company works. Apparently not so. he's annoyed that Coke have used his James Bond theme in a Coke Zero advert:

"Jack White was commissioned by Sony Pictures to write a theme song for the James Bond film 'Quantum Of Solace', not for Coca Cola," read the statement. "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."

It's hard to feel any sympathy for White at this high-handed behaviour by the good people at the fizzy drink company - when he recorded his jingle for Coke back in 2006, he didn't seem that bothered about, say, the treatment of Columbian trades unionists who would sometimes turn up dead after taking on Coca-Cola. If I remember correctly, White's Coke jingle was called What Goes Around Comes Around. More apt than perhaps he realised at the time.


Anonymous said...

Yes and Jack personally caused the death of those Unionists.

simon h b said...

Nobody has said he did. But, clearly, he didn't give a shit about them.

When White made the Coke ad, he did so not caring about Coca-Cola's less-than-rosy reputation - we could also talk about the flogging of tap water at a premium rate as Dansani, or the Indian villages whose water sources were sucked dry to supply bottling plants, for example. Now, though, he expects us to be sympathetic because a song he provided for a movie's marketing campaign is being used by Coke as part of the movie's marketing campaign.

Even worse, when he was being criticised for making the Coke ad, his justification was, he said, that it was a great way for people to hear his music. Odd, then, that this Coke ad campaign isn't a great way for people to hear his music.

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