NEWS: The New Jack Coke CommercialÂ… Was It the Right Thing To Do?

MUSIC: The New Jack Coke Commercial… Was It the Right Thing To Do?

It's no secret that celebrities who would never dare be affiliated with ad campaigns in America have no problem going over to Japan to shoot all manner of compromising commercials (see Bill Murray in Lost in Translation or Arnold Schwarzenegger in whatever this is).

Leave it to Jack White to approach the question of providing his music for advertising from a new angle, seeing the ad soundtrack as an art form he hadn't yet dabbled in rather than as something that kills art. Before he wrote the music for this Coke ad, White laid down one ground-rule that assured he wouldn't risk ruining a White Stripes song by retroactively making it about Coca-Cola: the song would have to be new, written specifically for the ad.

I don't know about you, but his point about using only new music for the ad goes a long way towards making me feel OK about this. The main thing that annoys me about the songs I like being used to sell things is that it changes the relationship I had with the song. Jack White's thoughtful approach might mean White Stripes fans won't see this ad as a betrayal, and will just sit back and enjoy the (admittedly high-quality) video as a piece of art.

What do you think; do the red and white outfits worn by Jack and Meg White look different, now that the band has written music for a Coke ad? Or does the fact that they wrote new music for the ad turn it into a harmless art form, to be enjoyed rather than feared?

www.killercoke.org

I'm not a big Coke fan, but I do think that this is a great way to approach this, and this is a whole lot better than having a led zepplin song selling cars and the like. I think Hootie and the Blowfish did this with that creepy Burger King ad from awhile back as well.


(I had a different link before, my bad for being re-directed and not paying attention to what was on the redirected site.)

[Edited on Apr 18, 2006 3:28PM]

I now find Coke creepy and disturbing.

This would appear to be run by coca-cola itself.

Definately not as annoying as using rediculously ironic songs chosen by execs who don't bother to listen to the lyrics before giving the OK.

Like using "Jane says" a song about a woman who can't kick an addiction -- to sell Jack Daniels.

The Troggs did a Coke commercial, and that was cool as shit. "Hey miss Mary, here come the Troggs..." Ohh yeahh...

i like it. way better than using an existing song.

I really like the song. Reminds me of the Beatles.

I like it lots.

Beats the shit out of that Oasis song for T-Mobile or Verizon or whatever.

...catchy.

I like that he didn't let them use an old song that would be ruined forever. (The amount of classic songs I know associate with advertising is vaguely depressing, especially I Heard It On The Grapevine and Wouldn't It Be Nice).

But I can't help but think he's giving a cop-out, half-arsed excuse for accepting a contract to help advertise a soft drink. I've got no illusions about what artistic integrity means - especially considering how little money most musicians make - but trying to rationalise his choice strikes me as a bit lame. However you frame your choice, doing a Coke ad is something you do for money, not art. There's nothing wrong with that, but it seems like Jack White is trying to kid himself. (Of course, his mileage may vary. Maybe he really, really thinks commercials are a legitimate artistic medium).

mmm jack & coke.....

Hmmm. I don't like the White Stripes, so to me, it's just another jingle. The question is, how would I feel if it were Dillinger Four or Sick Of It All? I'd be pissed because of their political beliefs regarding punk (i.e.- "music is none of my business").

But as long as it wouldn't be a repudiation of what the band stands for, I wouldn't have a problem, as long as I liked the song.

I'm a chef, so I sell out my "Artistic Integrity" on a daily basis. ("Yes, we can make the Black Truffle Gnocchi with meat sauce. <sob>")

Given that the ad was really good, and I keep hearing that fucking Oasis song on AT&T ads, I find it really funny that one of the Gallagher brothers called him out for this as a sellout.

That girl in the red wig is hot!

Ahhh, Bill. So true. These Stripe guys are off the artistic roll call.

Hmm, I was actually going to link to killercoke.org, but it looked like it got annihilated.

I'll try anyway. www.killercoke.org

it's a rather good song

My favorite was Marvin Gaye on alcohol ads. Sort of bad taste when you consider the fact that he was killed by his alcoholic father.

Agreed. And it's a great ad. I hope we see more of this attempt to make commercials artistic and interesting in light of the DVR phenomenon making ads that much easier to skip.

Jack White= totally teflon.

yeah, oasis is totally "out of the club"

That's pretty awesome. It's a damn fine song, and a great video. I hope other artists who are going to offer songs up for commercials follow suit.

Also This

My college actually banned the sell of all Coke products because of the controversy.

I thought the video idea was pretty ill, but I'm really ashamed Jack White would agree to do it. I think artists should think things through thoroughly before they decide to write anthems for multibillion dollar corporations.
It's unforgivable to me.

I've never had a problem with artists using thier creativity to promote an idea or object they believe in. A thing doesn't have to be revolutionary to be worthwhile. Having said that, any artist who sells themselves to the highest bidder without having a connection or compassion for what they are selling, and without educating themselves about it, is not selling art, they're selling their soul, or, at the very least, their integrity.