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
Annie Leibovitz explained the art of bringing a story down to a single moment, and shared the inspiration behind the campaign she created with Disney making tales as old as time relevant to today. We heard from Astro Teller, Captain of Moonshots at Google (yes, really) reinforcing the importance of storytelling in driving audacious invention. Mother warned us to hang on to the joy of craft and keep our brains happy in order not to become advertising douchebags. And Facebook discussed scalable creativity.