Mannequins in compromising positions in Diet Coke ad

LONDON - A parade of shop mannequins end up in compromising positions in the new Diet Coke commercial created by Lowe, which takes the 'Must be a Diet Coke thing' campaign forward.

The spot, which breaks next Monday, builds on the "Diet Coke Break" theme used in previous campaigns. In it, a pair of young female window dressers are on the verge of finishing a complicated window display when they decide to take a Diet Coke break.

As they sit down to enjoy their drinks, one of the window dressers cheekily snaps the elastic in the swimming trunks of a mannequin. The movement sends the mannequin tumbling, creating a domino effect. The result is that many of the mannequins end up in compromising positions -- one appears to be in the process of being spanked, a male dummy ends up between the legs of a female mannequin, while another appears to be having its breasts groped.

The ad finishes with the slogan "Must be a Diet Coke thing", which was used in a previous campaign. It is set to the track 'Cha Cha Twist' by the Detroit Cobras.

It was written and art directed by Sarah Naughton, Alistair Ross, Frank Ginger and Sam Heath of Lowe. The ad was shot by Steve Reeves through Another Film Company, and media planning is through Vizeum with buying by Universal McCann.

The ad will appear on terrestrial, satellite and digital television, as well as in cinemas starting from March 5.

The campaign follows on from last summer's "Amtrak" spot, which introduced the slogan.

Julia Goldin, marketing director for 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 -- a moment to escape the humdrum of everyday life, let go and have some fun. The campaign will be taken through the line across digital media and style press."

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