After the furore in recent months about whether White Stripes frontman Jack White had "sold out" by penning and performing a song for Coca Cola, the ad is finally set to be aired on TV UK this weekend on Channel 4.
White is certainly not the first to sign up for music duties with a brand - Justin Timberlake has a much bigger tie-up with McDonald's that goes far beyond the creation of the "I'm Lovin' it" global jingle. However, while a deal with Timberlake is pretty standard for his brand of commercial pop, White was meant to symbolise uncommercial independence.
For Coca Cola the fact that White is reportedly a lifelong fan is a boon to its most recent attempts to reconnect with a youth audience that is increasingly unmoved by big global brand advertising.
In a similar fashion, earlier this week Coke announced the launch of a string of edgy animated viral films on social networking web sites to tap into cool youth culture.
Both strategies couldn't be more different to some of Coke's more standard fare from the past such as its jolly Santa Claus ads or the saccharine sweet animated Polar Bear family. White brings credibility and style to the brand but the question is will the youthful audience Coke is targetting buy into it?
