Lowe reveals latest TV ad for Diet Coke brand

Coca-Cola Great Britain is unveiling a new TV and cinema ad for Diet Coke next week created by Lowe, which uses the "must be a Diet Coke thing" line introduced last summer.

It continues the brand's tradition of light-hearted advertising targeting twenty-something women.

The ad's proposition is that of a "stimulating break" and is based on local insight that a stolen, naughty break is something Diet Coke consumers relate and aspire to. By depicting Diet Coke as a fun, spirited drink, it also aims to differentiate itself from bottled water, which is typically depicted as a pure and calming beverage.

The 40-second film depicts a playful, "time-out" moment. Set to the track Cha Cha Twist by the Detroit Cobras, the ad depicts two young female window dressers putting the finishing touches to a display. While indulging in a sneaky Diet Coke, one of the girls playfully twangs a male mannequin's pants, causing it to fall over. This leads to a domino-type collapse of dummies, which all end up landing in sexual positions.

The campaign breaks across terrestrial, satellite and digital TV stations from 16 February and in cinemas on 5 March. It will be supported by digital media and press ads.

The ad was written by Sarah Naughton and Sam Heath and art directed by Alistair Ross and Frank Ginger. It was directed by Steve Reeves through Another Film Company.

Media planning is through Vizeum, with buying handled by Universal McCann.

Julia Goldin, the marketing director of Coca-Cola Great Britain, said: "'Mannequin' is the second TV spot in our 'must be a Diet Coke thing' campaign. It celebrates the spirit of a Diet Coke break."

Jill Simpson, the business director at Lowe, said: "The campaign updates and modernises the old 11.30 Diet Coke break ads. They show that a Diet Coke break doesn't have to be regimented and that consumers can make their own time for a break and to have some fun."

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