Agency: Grey London
By Nikki Sandison, brandrepublic.com, Monday, 15 September 2008 03:35PM
An instrumental version of his song 'Another Way to Die', which is to be performed with Alicia Keys, was heard for the first time in Coca-Cola's Zero Zero 7 Bond tie-in ad last week.
White's management has issued a statement saying: "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. We are disappointed that you first heard the song in a co-promotion for Coke Zero, rather than in its entirety."
However, White has previously written a song for Coca-Cola called 'Love is the Truth' which was used in a 2006 ad called 'What goes around' by Mother London.
The Zero Zero 7 TV and cinema ad, created by Wieden & Kennedy Amsterdam, pays homage to the classic Bond film intro sequence, with the gun barrel tracking Bond across the screen.
The campaign is part of Coca-Cola's multi-million pound partnership with the film, which will also include online activity, outdoor ads, a limited edition original glass bottle and an on-pack promotion.
Watch 'Another Way to Die'
This article was first published on brandrepublic.com