Tyler, The Creator is doing exactly what his moniker says he’s doing — creating. On Saturday (February 21), the Odd Future mastermind tweeted out a new commercial from Coca-Cola that features his own original music.
Titled “Open That Coca-Cola,” the ad begins outside of a convenience store on a hot, blistering day. One of the store’s patrons pulls a Coca-Cola bottle out of the refrigerator and takes a huge swig before letting out an audible “Ahhhhh” and breaking into a dance. Meanwhile, Tyler’s music serves as the uptempo soundtrack propelling people to their feet. The second they take a sip of that old fashioned cola, it’s over.
“I PROVIDED COCA-COLA WITH ALL THE SOUNDS FOR THIS,” Tyler wrote in the caption. He later added, “mannnn thanks coca cola for reallll big love for the opportunity. I was like ehh idk but then i fucking ran with it. commercials need sounds like this, thanksssss.”
In subsequent tweets, Tyler confirmed he was playing the flute at the beginning and talked about how “f***ing hard” the drums are.
Of course, this isn’t the first time the Grammy Award-winning artist/producer has gotten his hands on corporate money. In December 2018, he teamed up with renowned composer Danny Elfman to provide the theme song for the Universal Pictures film The Grinch starring the voices of Benedict Cumberbatch, Rashida Jones and Kenan Thompson.
In 2013, a commercial he produced for Mountain Dew was the center of controversy when it was accused of propelling racist stereotypes and making light of violence toward women. The criticism was partly fueled by a blog post written by Syracuse University professor and social analyst Dr. Boyce Watkins, who called the spot “arguably the most racist commercial in history.” Consequently, PepsiCo removed the online ad as Tyler tried to do damage control.