You may not have heard it, or it may not have clicked yet, but the “Wavin’ Flag (The Celebration Mix)” by K’nann is a huge plug for Coke and because it is charting, everyday the BBC is giving free air time to Coke’s jingle. Coke are one of the official World Cup sponsors, so their branding is already everywhere and this song is just part of their massive product promotion. In doing so, Coke gets the product placement award for the day and the BBC gets the sucker award.
The advertising is pretty obvious. Right at the beginning of the song, K’naan sings the coke jingle.
If you’re not convinced, have a listen to the very last musical section of this Christmas Coke advertisement.
The song was originally put out by the artist on his album Troubadour, before being added to a charity album for the Haiti Earthquake, but because of the overtones of national pride, it fitted pretty perfectly as an anthem for the World Cup this year. The original mix didn’t have the jingle at the beginning and the lyrics were apparently somewhat darker. However, with some slight amends and constant airplay on TV through Coke commercials, it has become the theme to this years World Cup and a singles hit (as I write this it is currently number 3 in the UK singles chart)
What confuses me is, why is the BBC playing the Coke version? Surely there can be edits that leave out the Coca-Cola jingle? I personally don’t have a problem with Coke using a clever marketing ploy, I’m more concerned that the BBC has either been duped, lazy or has an ironically disturbing lack of popular culture knowledge.