In an unexpected move, Jack White wrote this song for a Coke commercial. It's a very uplifting song that is perfect for brand-building, as White sings about the wonders of love:One thing you'll learn you can bet
Is that love is as good as it gets
And you'll get more if you give it
Coke led the way in this kind of marketing, commissioning Don Draper... er, William Backer, for their famous 1971 "Hillside" commercial featuring the New Seekers song "I'd Like To Teach The World To Sing
" reworked as "I'd Like To Buy The World A Coke." It has nothing to do with the sugary beverage itself, but with the feeling it provides.
The commercial with White's song was called "What Goes Around Comes Around," and it's also about happy feelings with the beverage as a backdrop. The Japanese director Nagi Noda worked on the spot, which shows a woman lose her bird, multiply, travel outside of her house where she encounters other helpful clones, and reconnect with her bird. It clearly took a great deal of time and effort (and money) to make, but was broadcast only twice: first on the MTV Australia Video Music Awards, then on then on UK TV at 1:55 a.m.
Both White and the company were mum on why the ad was buried, but it was clearly intended for a much wider audience.