Client: diet Coke (Coca-Cola GB)
Diet Coke is to debut its hotly anticipated new advert during tonight's (18/02) BRIT Awards, which stars nominee and Mercy singer Duffy.
The new advert is a step away from the company's former 'diet Coke hunk' ad, starring an elevator hottie coming to the rescue of bored and office women.
This ad instead aims to empower women by encouraging them to express their individuality and take control with the strapline, 'I've got to be me'.
The global premiere of the 60 second commercial will take place during the live broadcast of The BRIT Awards 2009 on ITV1.
The advert shows the singer coming off stage at a gig as the crowd calls for an encore. But before delivering the finale, she spots a bike propped up backstage and, in a moment of cheeky rebellion, cycles off before returning to perform the closing song.
Whilst cycling, she sings the soul classic ‘I’ve got to be me’ – a song made famous by Sammy Davis Jnr in 1968.
Duffy said, "One thing I like to do – my way to rebel on tour if you like – is to take off on my own and turn my phone off. It feels slightly naughty but it’s important to have those moments."
Coca-Cola Great Britain Marketing Director Cathryn Sleight said, "Since the brand launched, it has always celebrated women – their lifestyles, attitudes and aspirations. We’re very proud of this new campaign which shows strong and confident women taking control and saying no. Duffy, as a young woman who is in charge of her own destiny, perfectly embodies the independent attitude we’re championing. She looks fantastic in the new advertising."
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