As we told you last week, that new James Bond-themed Coke commercial uses Jack White’s “Another Way To Die,” aka his duet with Alicia Keys, aka the theme song for the new Bond film Quantum Of Solace, to help rebrand and sell Coke Zero as Coke Zero Zero 7 (duh). What we didn’t tell you (because we didn’t know) is that White didn’t give Coca Cola his approval to pair his riffs with those car chases, slow-mo kung-fu silhouettes, and silhouetted ladies swimming the seas of Coke. Too bad, Jack & Coke has a nice ring to it. Jack — his management, actually — had some words for the soft drink giants:
Via NME:
“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.”
Wonder what changed since he wrote “What Goes Around Comes Around” a couple years ago? Regardless, Jack — or, rather, his management — should read contracts closely.
Quantum Of Solace hits theaters 11/14 (10/31 in the UK). Jack’s second Coke commercial will hit your television screen a bunch of times before that.
[Photo via thefilter.ca]
You Might Also Like
 The 13 Best Jack White Collaborations |  Jack White’s 10 Weirdest Merch Items |  Deconstructing: Jack White |  Watch Jack White On American Pickers |
 |
 |
Leave a Reply
Sign in Sign in with FacebookYou must be logged in to post, reply to, or rate a comment.
Myabe he did approve the use of his song and then said he didn’t in some sort of attempt to appear insurgent?
Regardless, I don’t really care.
I love that I am learning about the disapproval of use of the song in the commercial before having seen the commercial or hearing the song.
Further promotion?
it’s gotta suck as an artist to have your song debuted in bits and pieces in a soda commercial. how could his mgmt team not have foreseen this as a possibility?
What Goes Around Comes Around doesn’t really need to be mentioned. He wrote that for the advertisement specifically. He wrote this song for the movie, to be heard completely, rather than in a raped-esque way.
He didn’t have to. He wrote the song for Sony. It belongs to them. They can do whatever they want with it.
What do you expect? Bond moves are the pinnacle of commercialism.
Spot on Brad.
In making the song for the movie, he obviously knew it would also be used to promote the movie. Its not a big deal anyway. If he is so against his song being used in a commercial, then why is he ok with writing it for the movie. Not to mention that the songs pretty much sounds like a White Stripes rendition of the classic James Bond theme song.
I think most fans agree at this point that commercialism is the only way for artists to get paid for making music anymore. The term “sellout” doesnt mean what it used to.
true, “sell out” does not mean the same as it did before. I have no problem with someone making money with their music. But the artist (and managers) acting like they did not approve it is weak. they are either fibbing to try and keep some cred or are not good at their jobs. contracts for these things are very specific on how they can (and can’t) use the music. I’m sure Jack and his management had no problem cashing the check.
Lets have Outback? tonight!
He already sold his ass to Coke?! What’s the moan about? Why are we still talking about him? Who cares… I use White Stripes tracks over the ads for my carpet shop business… he hasn’t moaned about that…
What a pile of old b****cks…
Though not as good as the pile on my carpets…
Some of you guys don’t seem to understand that Jack White is a control freak. There’s nothing dishonest about him getting pissed off over HOW the song is released.
Von Bondied.
“it’s gotta suck as an artist to have your song debuted in bits and pieces in a soda commercial. how could his mgmt team not have foreseen this as a possibility?”
BECAUSE…
“Myabe he did approve the use of his song and then said he didn’t ”
I don’t blame him for getting pissed. It’s one thing to make a song specifically for a commercial, but when you get the opportunity to write the theme song to a Bond film, you don’t really expect your hard work to be initially flaunted in a bloody Coke commercial, for fuck’s sake. Good on him for speaking up about it.
“but when you get the opportunity to write the theme song to a Bond film, you don’t really expect your hard work to be initially flaunted in a bloody Coke commercial,”
Unless you’re stupid, deaf, dumb and blind and were born yesterday like the sucker who was. Are you fucking kidding me? LOL Jack White didn’t think the THEME (not just “a” song) for James Bond was not going (and WILL) be used to sell all kinds of crap, especially a soft drink.
Wow, you’re really ignorant and i mean ignorant in the “someone who’s unaware” way not in the “you’re really stupid” way.
You guys are completely missing the point. Jack is pissed that a cut-up version of the song debuted or leaked before people had a chance to hear the entire song. He knew it would be used in various promotions, but he did not want people to hear it before the official release, especially only a small chunk of it.
I’ll bet, for all his faux outrage, he didn’t give the money back…
This is a non story, Jack is struggling to stay relevant.
Exactly Sarah. Thank you. Jack is famous for writing albums quickly because
1. he believes music is over produced.
2. HE DOESN’T WANT HIS MUSIC TO LEAK OUT.
So often in our “internet-icized” music world, an artist’s music is ripped and then spread through the internet before they even have a chance to debut it on the radio. It kills not just the monetary reimbursement for their musical artwork, but it ruins things for their fans and ruins the song. Its almost the same effect as a radio station overplaying a song, but before its time. Jack releases his music a certain way to make sure that doesn’t happen with him. The White Stripes’ Icky Thump album’s release date wasn’t announced until the last minute. And even so, the album still leaked out. Jack has certain beliefs about music and its purity that I admire.
I really don’t believe it’s about the commercial at all, but the timing (and maybe the modifications). Um, hello- the last quote by Jack’s mgmt is “We are disappointed that you first heard the song in a co-promotion for Coke Zero, rather than in its entirety.” So against everything Jack stands for in music.
I’m sorry, but I wouldn’t want a modified version of my song to come out on a commercial before my fans heard the real version of my song either!