August 25, 2005 11:48
Jack White to get coked up!
The White Stripes mainman is asked to write a song for top selling fizzy drink…
Despite none of White Stripes songs having ever been used in advertising before, White has been in talks with the soft drinks giant to pen a new song for their commercials. It’s also rumoured that the song already exists.
“Coke have been talking to Jack about getting him to write a new song and he’s very interested,” an advertising source told NME on condition of speaking anonymously.
Coca-Cola are apparently keen to find a new song which will rival impact of ‘I’d Like To Buy The World A Coke’ which featured in a 1971 advertising campaign.
The song, which was written by advertising team McCann-Erickson, was recorded by the New Seekers and due to its popularity was latterly readapted as the single ‘I’d Like To Teach The World To Sing’ and released as a single.
Additionally the original coke-endorsing lyrics often featured live in ‘Shakermaker’ on Oasis’ early tours.
To repeat this impact, Coca-Cola have apparently turned to White.
“They want a new ‘I’d Like To Buy The World A Coke’ and believe Jack is the only artist who can deliver them something that will be equally timeless,” the source explained.
A band source told NME.COM that White had “been in talks” with Coca-Cola, but insisted he was still considering his options: “He’s been asked to do it and is just deciding whether or not it’s a good idea. White Stripes turned down a Gap advert, so if they did it it’d probably be a case of Jack writing a new song for the commercial.”
It’s seems unlikely that White or White Stripes will perform or even appear in any new campaign, but with the band’s traditional and authentic approach and Coca Cola’s multinational status, a commercial could raise eyebrows amongst the group’s fanbase.
In 2001 the band declined the offer of appearing in a Gap commercial, hinting that doing so would mean selling out. "The Gap wanted us to be in a commercial and we said 'no' and everyone said, 'why not'? It's almost as if, if people are willing to give you that much money, you are insulting everyone you know by turning it down,” said White at the time. “People's opinions about selling out seem to have changed over the years."
Moby was pilloried by large sections of the musical community for licensing all 18 tracks from his 1999 album ‘Play’ for use in adverts – he subsequently refused any track from follow-up ‘18’ to be used – meanwhile Britpop band Shed 7 were roundly criticised for re-recording debut single ‘Speakeasy’ so it could feature in an advert for electronics shop Link.