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This article was first published by Artnews.
Some six decades after Andy Warhol offered his laconic critique of consumerist culture via his silkscreens of Coke bottle after Coke bottle—“A Coke is a Coke,” he explained—Coca-Cola is delivering a rejoinder. If you can’t beat ‘em, its latest campaign seems to say, co-opt ‘em.
This week, Coca-Cola initiated its latest global campaign dubbed “Masterpiece,” leading with a short film that features a host of iconic and contemporary paintings, all of them animated in various painterly styles to foreground a Coke bottle.
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