The hunky window cleaner in the famous Diet Coke TV ads gets sent up in new advertising to attract visitors to the West Country resorts known as the English Riviera.
In a poster campaign produced by Travis Sully Harari, the window cleaner gets the cold shoulder from the office girls, who are more interested in an ad publicising Torquay, Paignton and Brixham.
The advertising, the latest in one of Britain's longest-running campaigns, will appear this week in the resorts' main catchment areas. The campaign made its debut in 1982 after Peter Travis, the agency's chief executive, persuaded hoteliers in the Torbay area to rename their resort the English Riviera.
The execution continues the 'poster within a poster' theme devised three years ago by Gill Sully, the agency's creative director, and featuring the agency's original ad in unusual situations.
Sully and her creative partner, Andy Lawson, produced the ad, which was photographed by Rolf Gobits. Media is being bought by CDP Media.
Travis said: 'The budget is very small and the challenge is always to create a campaign that stands out and gets noticed. The tourist board and Torbay Borough Council give us a lot of creative freedom because they have seen the benefits of advertising that is fresh, brave and different.'