[London] Coca-Cola Great Britain is creating a library of cinema and TV commercials in partnership with the British Film Institute. The soft-drink giant approached BFI with an offer of funding and material for the project, expected to take three years to complete. Coca-Cola is donating its entire advertising archive and BFI has made a public plea for other advertisers to offer ads and cash. "This is an amazingly dense source of information about social and moral attitudes, the history of brand identity and of advertising itself," said a BFI spokesman. The archive will be available to the public through online archive portals. The BFI has already restored a Dewars Whisky spot from 1897 and a forgotten 1967 classic for Kellogg's Rice Krispies in which the Rolling Stones provide the backing track to the "Snap, Crackle and Pop" cartoon characters' song about starting the day with cereal.