Publicis has created the first campaign starring soul singer Joss Stone as the Cadbury Flake Girl. It breaks tonight (Wednesday) during the premier of ITV primetime drama, Rock Rivals.
The ad also revives the “crumbliest, flakiest chocolate” jingle, which Stone sings. She is the first celebrity to star as the Flake Girl.
Stone is seen in a recording studio picking up a bar and singing the jingle to herself during a break. The ad, which is shot in a documentary style, aims to re-introduce the “Flake Girl” spirit to a younger generation of women.
The ads, showcasing “flake moments” were introduced in 1959. One spot was taken off air in 1979 after viewers complained that the woman bit into her Flake in a “sexually suggestive manner”.
Media planning and buying is through Starcom.