Diary: Turkey of the week - VCCP/Diet Coke

Francesca Newland is not impressed by Vallance Carruthers Coleman Priest's debut for Diet Coke: "The spot inexplicably casts a no-nonsense tortoise making meaningless observations on life. The brand is trying to attract new drinkers by moving away from its girly positioning. Trouble is, it has ended up with a wishy-washy spot that won't talk to Diet Coke's usual customers and is unlikely to resonate with a new male audience. Pepsi Max's kung-fu ad by Abbott Mead Vickers BBDO does the latter much more ably."