Jack White Didn’t Approve That Coke/Bond Commercial

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]