Last week Diet Coke teased us all on the return of their sexy fella, today the brand has unleashed him for girls and maybe a few boys, too enjoy. The latest Diet Coke TV advertising campaign is to celebrate the 30th Anniversary of the soft drink.
The long awaited return of the iconic Diet Coke Hunk saw Facebook fans the first to catch a glimpse of the full advert, at the legendary time of 11:30am today. In the original 1994 adverts, and subsiquent follow ups, girls always had their coke-break at 11.30am.
With the new TV spot, entitled ‘Gardener’, the Coke-a-cola Company hope to get a new generation of pulses racing with a 21st century take on the classic adverts. The action is set to the iconic Etta James track, ‘I Just Want To Make Love To You’ and features renowned model, Andrew Cooper, in the role of the 2013 ‘Diet Coke Man’, starring alongside a group of fun-loving female friends set in a park.
New Diet Coke “Hunk” Andrew Cooper commented, “Everyone remembers the Diet Coke Man advertisements. They have been cultural milestones and I’m absolutely thrilled to have been chosen to play the part in 2013 – especially in such an exciting year for the brand.”
The advert will be airing on TV in the UK from March and supported with a fully integrated ‘Sparkling Together for 30 Years’ marketing campaign.
Zoe Howorth, Marketing Director for Coca-Cola Great Britain says: “As part of our ‘Sparkling Together for 30 Years’ campaign, we will celebrate and inspire the confident, spirited and fun-loving women, who have made Diet Coke an icon over the past three decades. The new TV campaign showcases female empowerment and camaraderie, with a cheeky sense of humour. We got in touch with our female heartland, to highlight how women’s attitudes to men have evolved since the 1990s, by giving the ‘Diet Coke Man’ concept a contemporary twist. The stylish and sassy execution will cement the brand’s popularity for the next 30 years.”
Shot on location in South Africa, a group of female friends sip ice-cold Diet Coke over lunch in a park and watch a handsome landscape gardener mowing the grass. One of the girls has an idea and sets a Diet Coke can rolling down the hill – timing it perfectly so its path intercepts the gardener. He picks it up, opens it and, as it has shaken up, shoots out a jet of Diet Coke all over him, soaking his t-shirt. Smiling, he gives the girls a steamy show by removing his t-shirt the gardener leaves the scene with one last smouldering look, before returning to his mowing.
Directed by the award-winning Rocky Morton, who adds, “With this commercial we set out to put the Diet Coke Break back on the map – an iconic film that celebrates the confident playfulness of modern woman. With our gorgeous gardener heading the campaign, Diet Coke has gained not only a new face, but also a fresh identity.”
Lucky Joseph Vanous is best known for his stint as the orignal 1990s Diet Coke hunky bloke with the first commercial airing in 1994.