W&K uses fantasy for new Diet Coke TV ads

Coca-Cola Great Britain has launched a TV campaign for Diet Coke that marks a change in direction for the UK's second-most popular soft drink brand. The ads will now target men as well as women.

Developed by Wieden & Kennedy London and using an all-British cast, the ads use the line "taste the moment

- a play on "seize the day".

The campaign takes a humourous look at what happens as Diet Coke influences people to dream suggestive and playful fantasies and British reserve gets left behind.

The first ad, "classes", carries the track Lady Marmalade. A girl registers people for evening classes. She meets her dream man and fantasises about him. A second spot will focus on men's fantasies.

The ads were written by Matt Follows, art directed by Chris Groom and directed by Kirk Jones through Tomboy Films.

Charlotte Oades, the marketing director for Coca-Cola Great Britain, said: "Our consumers have told us they appreciate the sassy, confident style of Diet Coke ads. With this in mind, we've taken their permission to take this campaign just that little bit further."

The ad is a departure from previous campaigns, which featured a group of "singleton

women with storylines inspired by the success of Bridget Jones' Diary.

Duncan Salmon, an associate director at BBJ, who is handling the media, said: "Television is core - it has the ability to drive awareness and glamour. To support TV we will be running with cinema for the first time for Diet Coke - the impact and excitement that cinema is able to offer will communicate our key brand values in a way that no other medium can."