Intertextuality

This is a spot done by Wieden+Kennedy for Coca-Cola in 2008; the spot is called "Jinx" and first aired in February for the Superbowl. The premise of the ad is that two opposing forces, the Democratic and Republican parties, learn to put their differences aside and bond over a Coke. I think it is a clear example of vertical intertextuality because it connects the genre of advertising with the genre of politics. Both the characters in the ad are prominent political figures in the U.S., but without any knowledge or understanding of American politics, this ad would not make sense. Furthermore, the respective parties are identified by either a blue or red tie, which differentiates their political stances; this would not have any meaning to the viewer unless he or she was knowledgeable about characteristics of each party. I am not completely certain, but I am inclined to believe that the pop culture phrase "jinx" used in the beginning of the ad is also an example of tertiary intertextuality. Tertiary intertextuality comes from connections that are either personal or public commentary on cultural texts. I think "jinx" would be an example of this because it is, or at least was a few years ago, a well-known phrase used mostly by kids whenever another kid said the same thing at the same time; the first person to say "jinx," commonly followed by "pinch, poke, you owe me a Coke," is the winner, and the other person can't speak until they follow through with that Coke. Because this is a reference to pop culture in America, and is knowledge you become aware of from word of mouth in the general public, I believe it is a tertiary intertextual connection. Overall, I think this ad in rather endearing, and the company aired it at the perfect time during an election year when political tensions usually run high.

I first found the ad on Wieden+Kennedy's website but was unable to embed that video into the blog; for more info on this spot, go to http://www.wk.com/#/works/1095/.