Coca Cola Rave commercial

I would place this around the era when America was going to explode with a utopian rave movement a la Simon Reynold's "Generation Ecstasy" during the brief period of 1995 and 1996. Taunted with terrible terminology ("electronica") and faux superstars (The Prodigy, Moby), the crass commercialism of rave culture began practically before the phenomenom had a chance to find a voice. As a result, in the U.S., "electronica" became a solely commercial voice, appearing, as it is now commonplace, as the voice of technology in gas guzzling car ads (the oh-so progressive moby being the worst offender), the easy cop-out soundtrack to hollywood action films, and, as seen here, as the sounds of refreshment for the terrifyingly unhip coca cola.




It's a nifty cultural artifact, if nothing else.

Category:

Music

Tags:

• coca
• cola
• rave
• electronica
• consumerism
• co-opt
• exploitation
• dreadlocks
• plur

[shockernigga]

rollin balls makes u thirsty for coke is that what this is sayin

[wishingstar22]

I've been looking for that one too! Along with another that ran about the same time. It had a sort of bohemian look to it.

[nrXic]

I remember another one even...seems like they had a full portolio trying to cash in on the whole rave scene (that really didn't catch on here in North America as was expected).

[BassBinDevil]

This isn't the commercial I was looking for; there was another one that showed kids grooving to several different styles of music. The last scene was titled "rave" and a girl bends down to pick up a Coke and smiles at the camera. Probably from around 1995 or 1996.

[ResidentMich]

I always find that "coke" refreshes me when I'm in a club too!!!!

[ufo1216]

this is why rave culture beacame commercialized i hope coca cola burns to the ground!