First Diet Coke work since agency switch unveiled

The first new work for Diet Coke since the brand switched agencies has been unveiled today.

Diet Coke has released six ten second idents for its sponsorship of ITVBe.

They feature women who find themselves in funny, spontaneous moments, from copying a traffic police officer's movements to pretending to be mannequins in a shop window who then scare passers-by. 

The ads are the first work to be released since Diet Coke split with BETC London just three months after it unveiled the new "regret nothing" creative campaign.

The Coca Cola Company's Diet Coke brand called on Dawson Pickering, the agency set up last year by BETC London’s former executive creative director Neil Dawson and head of copy Clive Pickering.

BETC London had worked on the account since 2012. Dawson Pickering is handling some project work for the client instead.

The ads were filmed in Johannesburg (where the 2013 ad "gardener" was filmed). They were directed by Brett Wild from Hammersmith & Elephant.

Dawson said: "Brett has a great sense of humour and has a fantastic rapport with actors.

"Given the short time-lengths (and number of ads we were making) we needed someone who could get those magic moments quickly."

Two TV ads for the "regret nothing" campaign are due to break in August.

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