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Jack White, Bond & Coke Zero Zero 7

September 15th, 2008

You won’t have to wait until the release of the James Bond film, Quantum of Solace, to get a taste of the highly-anticipated theme song by Jack White and Alicia Keys – a riff from the song is being used in a commercial for Coke Zero (which is being rebranded for cross-promotional purposes as Coke Zero Zero 7 – get it?). Here’s the ad:

But Jack White isn’t so thrilled that his work is being used to sell some sodie pap, making it known that it wasn’t his decision to use the song in the advert. A statement that was released by Jack White’s management reads: “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.”

I think Mr. White is over-reacting a bit. Sure I can understand his desire for a “big reveal”, but the commercial hardly gives anything away. Take your millions and hit the road, Jack. Stop whining.

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