James Bond meets coke zero

During today’s media studies lesson, we have been looking at the coke zero advert that used synergy with the James Bond movie franchise to effortlessly try and make their product seem more interesting than original Coca-Cola by including lots of “ flashy action” rather than direct information of the drink.

The advertisement is definitely aimed at men as the man was portrayed as strong and relaxed and womanising, as the main things that seemed to happen in the advert was car chases, loud dramatic music and low budget, poorly choreographed animated fight scenes and slim women walking around in incredibly sexist, revealing poses (such as the leg gap shots, and hourglass figure curve shots) being sexually objectified as “eye candy” rather than living, breathing people. (Which baffles me that the creators of this advert thought was a good idea in the late noughties) It seems to be one of those adverts that tries too hard to appeal to its audience, as the inclusion of car chases, sexy women and fighting are extremely generic ideas for what interests every teenage boy in the country watching this advert. It is almost like the creators of the advert sat down at a board meeting and looked up “what do teens like?” on yahoo answers, and choosing the oldest answer on the page.

However, despite the fast paced James Bond theme, the advert did manage to tie in the two separate companies. Examples of this are the red and black background colours to reflect both coke and James Bond, the occasional inclusion of bubbles to tie in with the carbonated bubbles you find in a coke bottle and the generic James Bond. The main connection between the two themes seemed to be your stereotypical advert of “if you have/consume the product, you will be able to do to do things you usually wouldn’t be able to do, (in this instance, drive flashy cars while fist fighting a silhouette that appears out of nowhere) and all this would be accomplished if you drank coke zero!

Overall, I can sum this advert up in two words. Stereotypical, and lazy. This is just my opinion however, so don't take it the wrong way.