The new Diet Coke campaign, which will see a shift away from the ‘Diet Coke Hunk’, will debut this Wednesday (18/02) starring Mercy singer Duffy.
The global premiere of the 60-second ad will take place during the live broadcast of The BRIT Awards 2009.
The ad stars Duffy alongside other strong, confident young women who are taking a stand against the pressures of modern life.
The spot shows the Grammy award winner coming off stage after a sell-out 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. The song’s lyrics reflect the new ‘diet Coke’ campaign which celebrates women’s right to express their individuality and take control.
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.”
Cathryn Sleight, Coca-Cola Great Britain marketing director, added, “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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