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January 24, 2010

Coke’s Olympic Spirit: War is It!


I just saw this at the movies last night and, while I’m still pissed that commercials have invaded the theatre in the first place, I found the spot, itself, unsettling. (And it’s not just because so many BAGreaders are Canadian.)

Playing on the notion that the world community exist to tear itself to pieces, Coke not only imagines it’s own little world war, but in staging a frolicking, if also violent insurrection in the Olympic Village, it plays on concerns over Olympic security, such as were realized in the Munich massacre at the ‘72 games.

But then, in the midst of all the world’s troubles, there is always one place to turn. And wonders of wonders — and who would have guessed — it’s the corporation machine.

(8:25 pm PST — revised for clarity)

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