Coca-Cola has launched a global TV and cinema advertising campaign promoting Coke Zero in a tie-up with the James Bond film Quantum of Solace. The 60 second ad features an instrumental version of the theme song “Another Way To Die”, written for the movie by The White Stripes frontman Jack White.
The TV and cinema ad doubles as a trailer for the movie, due out in the UK on October 31st, and a commercial for Coke Zero. The spot is set in the style of classic James Bond pre-credit sequences, with animated pursuit of women, car chases, fighting sequences, sensual dancing and parched landscapes. The final connection is the tie-in with three words, “Zero Zero Seven”. Click on the image below to play the video in YouTube (HD)
Media coverage of the campaign has focused largely on the musical backing. It appears as though Jack White’s agency was somewhat surprised to see his track released in advertising for Coke, before it had been heard in full in the context of the movie. Jack’s track will feature a duet with Alicia Keys.
Coca Cola has attempted to put the record straight with a statement to the media.
“The Coca-Cola Company wishes to clarify and correct recent media reports relating to its upcoming promotional partnership with Sony Pictures and the new James Bond movie “Quantum of Solace.” Despite some reports to the contrary, Jack White did not write a song for “Coca-Cola Zero”. Rather, Mr. White was commissioned to write the new Bond theme song for the movie to be performed by Jack White and Alicia Keys. The Coca-Cola Company has been granted use of an instrumental version of the song for use in its advertising of the partnership between “Coca-Cola Zero” and “Quantum of Solace”, The Coca-Cola Company regrets any confusion regarding the “Quantum of Solace”/Coca-Cola Zero” promotion”.
The Quantum of Solace campaign was developed at Wieden + Kennedy Amsterdam by executive creative directors John Norman and Jeff Kling, creative directors Sue Anderson and Jorge Calleja, agency producer Shawna Lopez, agency executive producer Corey Bartha, and project manager Emma Williamson.
Animation was developed at Buck NY, by creative director Orion Tait, executive producer Maurie Enochson, producer/head of production Kate Treacy, associate creative director Thomas Schmid, lead art director Yker Moreno, art director Ben Langsfeld, animation director/lead compositor Gareth O’Brien, CG Lead Vi Nguyen, post producer Yaque Silva-Doyle.
Post production was done at Smoke & Mirrors, New York, by Flame artists Nic Seresin and Kirk Balden, with producer Paul O’Beirne and executive producer Celest Gilbert.
Sound was designed at Sound Lounge by Marshall Grupp with mixer Tony Volante and executive producer Travis Call.