In an excerpt from her upcoming biography, ‘Madonna: A Rebel Life,’ author Mary Gabriel recounts the making of what is arguably the singer’s most famous music video, the soft drink campaign it torpedoed, and a time when pop image makers had the power to truly transgress.
By 1989, commercials and advertisements featuring celebrities and their work had become cultural events. Andy Warhol and Keith Haring illustrated ads for Absolut Vodka. Spike Lee created an ad starring Michael Jordan for Nike. Miles Davis and Lou Reed appeared separately in Honda scooter commercials. But no industry relied more on famous boosters than the one peddling soft drinks.
It would also involve a choice, although this time the choice would be about right and wrong. It was also about religious and sexual ecstasy and the idea that there was no need to choose between them, because a person could relinquish herself to both. And it was about patriarchy and the choice a woman must make to either submit to or to defy it. “That was all part of the dialogue,” Mary continued.
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