COCA COLA: HISTORY-MAX HEADROOM (TV COMMERCIAL)

Summary

This nine-minute promotional film introduces Max Headroom, the ultimate "talking head." Max -- a humanized computer image with a duel career as a music video jockey and a commercial spokesman for the "new wave taste" campaign for Coca-Cola -- first appeared in America in 1985 in a feature film on Cinemax and later became the host of a music video program on the same pay-TV channel. Reporter Forrest Sawyer is shown introducing Max to the American public on W-CBS News. Teenagers at "Kicks" Teen Club in Atlanta explain in brief interviews that they find Max appealing because of his style, personality, and his unique stutter, as well as for the eye-catching computer graphics that surround him. Included are several clips from the series of Max Headroom Coke commercials, which were directed by Ridley Scott (Bladerunner, Alien, etc.). Barbara Lippett of Ad Week magazine explains that both Coke and Pepsi sought Max as a "spokesperson," but Coke got there first. She goes on to say that the character of Max Headroom was originally created in a British TV suspense/science fiction film, in which a reporter discovers a sinister plot by TV executives to brainwash viewers. While trying to reveal the story, he is killed in a motorcycle accident and the last thing he sees is a crash barrier sign which reads "maximum headroom." When the TV network tries to make a computer copy of their most popular investigative reporter, they wind up with Max. Following clips from the film, the announcer notes that Max has a new expanded format video show on Cinemax. He is shown interviewing British actor Michael Caine and rock star Sting. Barbara Lippett predicts big stardom for Max, pointing out that he is already a figure of cult proportions in Britain.

Details

• NETWORK: N/A
• DATE:
• RUNNING TIME: 0:09:00
• COLOR/B&W: N/A
• CATALOG ID: AT86:1707
• GENRE: N/A
• SUBJECT HEADING: N/A
• SERIES RUN: N/A
• COMMERCIALS: N/A

CREDITS

• Forrest Sawyer … Reporter
• Barbara Lippett … Commentator/Critic
• Michael Caine … Guest
• Sting … Guest