Coca-Cola has unveiled imagery from the first Diet Coke ad campaign to star Welsh singer Duffy on Wednesday (February 18).
The 60-second television advertisement will break during the BRIT Awards on ITV1 and features Duffy singing the Sammy Davis Jnr song “I’ve got to be me”, a song chosen, the soft drinks firm says, as it “celebrates women’s right to express their individuality and take control”.
The spot, created by Mother with media planning and buying handled by Vizeum, shows the Grammy winner coming off stage after a gig but instead of returning immediately to perform the encore she cycles off before coming back to perform the closing song.
Cathryn Sleight, marketing director at Coca-Cola Great Britain, says Diet Coke has always “celebrated women” and that Duffy “perfectly embodies the independent attitude we’re championing”.
The singer follows celebrities including Caprice and Kim Basinger that have previously appeared in Diet Coke campaigns.
Mother won the £35m pan-European Diet Coke brief last August.