Thursday, August 25, 2005

Jack White: The Real Thing?


JACK WHITE is in line to do his first ever advert – for COCA-COLA – NME.COM can exclusively reveal. Despite none of The 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. The 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.”
As you may remember, selling out (or what people call selling out, I think you're a sellout as soon as you sign a record contract so there's no point in worrying about) is something Advanced people do all the time. Think Lou Reed in those Honda scooter commercials. Anyhow, I'm thinking that Jack White has his eye on Advancement. The White Stripes aren't exactly revolutionary, but they definitely are one of the best bands in the last five years. So will he prove himself Advanced? Things to watch for: going solo, getting a rock-solid veteran drummer, getting a bassist (Latino or African American especially), using synthesizers, and doing new jazzed-up versions of White Stripes songs their fans consider sacred. There are other things to look out for, but that's a good start.

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