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Monday
15Sep

Jack White Angry Over 007 Theme in Coke Zero Ad

DateMonday, September 15, 2008 at 10:11PM
Did you see the new Coke Zero/Quantum of Solace commercial? It's been out for a few days now and in a big cross-promotion, Coke Zero will appear in the new James Bond film and in return elements associated with 007 appear in the new ad campaign (Not pictured: Daniel Craig).

One of the new elements is the theme song, "Another Way to Die," written by Jack White and performed by White and Alica Keys. It sounds cool, but the thing is, Jack White didn't want you to hear his song in a commercial.

His management fired off a terse statement today, which found its way to the offices of NME, the great UK music magazine. "Jack White was commissioned by Sony Pictures to write a theme song for the James Bond film Quantum Of Solace, not for Coca Cola," the statement declares. "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."

I get White's position, although I also read an interview with him in Paste, in which he discussed the band's red, white, and black color scheme. "The most powerful color combination of all time," he said, "from a Coca-Cola can to a Nazi banner." So there's some irony, huh?

I guess I just don't know what else they would've used other than John Barry's classic Bond theme, but that's clearly not the direction the new series is going. I also think that if you're commissioned to write a song for a movie and you take all that money, you should just not comment about the way it's used. You can't be a sell-out and complain when somebody else sells you out, can you?

AuthorColin Boyd | | in , , , | Print ArticlePrint Article | | Comment2 Comments

Reader Comments (2)

... well he can complain when someone sells you out.
if he agreed to create a song for a film, a creative entity for a creative entity, than he probably sees something just in that.
using that same creative entity, without consulting him, even though obviously a great commercial move, and applying that entity to an advertisement for a giant corporation is entirely different.

of course he would be shitty.

Wednesday, September 17, 2008 | Unregistered CommenterCrosby

No, it's not different at all. He created a product for money, sold the rights to that product to the purchaser, Sony, who then owns the product. He's a house painter getting mad that the homeowner took leftover paint and put a new coat on the mailbox.

Wednesday, September 17, 2008 | Registered CommenterColin Boyd

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