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Coca-Cola TV Ads to Be Preserved at LCThe Coca-Cola Company has donated its collection of some 20,000 historic television commercials to the Library of Congress, representing the largest donation of corporate advertising in the library’s history. The gift, announced November 29 at a reception in LC’s Great Hall, will be conveyed to the library over the next three to five years, with additions made on a continual basis as new advertising is produced. Highlights of the collection include “Mean Joe Greene,” a 1979 commercial that was so popular it spurred its own made-for-TV movie; the first Polar Bear ad from 1993; some experimental color ads from 1964 that established the best lighting techniques for the cans, bottles, and performers; stop-motion advertising developed for Coca-Cola between 1954 and 1956 by the D’Arcy agency; and contemporary spots from Malaysia, Tunisia, and Japan. A preview is available on the Library of Congress Web site. Pat Loughney, head of LC’s motion picture archives, said in the November 29 Washington Post that the collection “fits into a larger context of motion picture advertising dating back to 1897.” He pointed out that Coca-Cola is also paying for the cataloging and for video copies of the material to be used by researchers. The company is also establishing a fellowship at the library for the study of culture and communication. Posted December 4, 2000. |
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