He’s back and sexier than ever…a new Diet Coke “hunk” is about to take centre stage in the latest Diet Coke TV advertising campaign, as the brand celebrates its 30th Anniversary in 2013.
The long awaited return of the iconic Diet Coke Hunk, is set to become one of the most talked about advertising campaigns of the year. Facebook fans will be amongst the first to catch a glimpse of the full advert, at the legendary time of 11:30am today (Monday 28th January).
The new TV spot, entitled ‘Gardener’, is sure to get a new generation of pulses racing with a 21st century take on the revolutionary ads of the early ‘90s. 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.”
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.”
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. The TV campaign has been created by advertising agency, BETC London.
Directed by the award-winning Rocky Morton, the new Diet Coke TVC features five female friends sitting in an urban park - chatting and catching some sun on their lunch-break.
Rocky Morton said, "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."
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; gestures to the group, and sets a Diet Coke can rolling down the hill - timing it perfectly so its path intercepts the gardener. He picks it up and looks to see where it came from. He 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 – causing a stir amongst the group when revealing his chiseled torso. The women congratulate each other on the outcome of the idea; the gardener leaves the scene with one last smouldering look, before returning to his mowing.
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About Diet Coke
• Diet Coke is the world’s #1 diet soft drink
• It has a global value of over $11 billion
• It is sold in 167 markets
• A total of 2.7 billion people in Europe have consumed Diet Coke since its launch in1983
• Over 7 billion people have enjoyed 336 billion litres of Diet Coke globally over the past three decades
‘Diet Coke’ is a registered trademark of The Coca-Cola Company
About Coca-Cola Great Britain and Coca-Cola Ireland:
Coca-Cola Great Britain and Coca-Cola Ireland is responsible for marketing 21 brands and over 100 products to consumers across Great Britain, focusing upon developing new brands, extending existing brands and protecting trademarks including Coca-Cola (recognised as the world’s most valuable brand). Other Coca-Cola Great Britain and Coca-Cola Ireland brands include Diet Coke, Coke Zero, Fanta, Sprite, Dr Pepper, Oasis, Glaceau vitaminwater, Oasis, Schweppes, 5 Alive, Lilt, Kia Ora, Relentless Energy Drink and Powerade. For more information about Coca-Cola in Great Britain, please visit our website at www.coca-cola.co.uk
Andrew Cooper Biography:
Born on 24 February 1981 in Manchester, UK - Andrew Cooper was spotted at the age of 16 by representatives of Models 1. At 18, he was the face of Topman and in 2003, he was photographed on the cover of Wallpaper* magazine – the highest selling issue ever.
Throughout his career as a model, he has been seen in VOGUE, GQ, L’Uomo VOGUE and Details, to name a few. He has walked the runway for various global fashion houses including Louis Vuitton, Vivienne Westwood, Calvin Klein and DKNY, as well as appearing in global fashion and beauty campaigns.
Cooper has been married for five years and is father to two children – Taylor, 4 and Jackson, 2 – and lives with his family in Cheshire on a 17th century farm for a quiet life between a very hectic schedule. A devoted animal lover, he is also part-owner of a Notting Hill pet store ‘The Mutz Nutz’.
Rocky Morton Biography:
As a young student, Rocky Morton, co-authored the book Creative Computer Graphics before opening up his first production company, Cucumber Studios.
He began directing commercials using a combination of live action, animation and computer graphics, before co-creating and co-directing the monster global hit, The Max Headroom Show - a memorably sardonic programme featuring a computer generated TV star who quickly rose to fame to become a decade-defining icon.
The success of the pioneering show, in tandem with high-profile music video work for artists such as Miles Davis, George Harrison and Rush, led Morton to the boulevard of Hollywood where bigger challenges lay in wait, helming features including D.O.A. with co-director Annabel Jankel, which was a remake of the original 1950 film noir and starred Dennis Quaid and Meg Ryan.
By 1989, he had already commenced with partners Jankel and David Zander, teaming up to form Morton Jankel Zander (MJZ).
About BETC London:
Since opening its doors in June 2011, BETC London is fast-becoming one of London’s leading young creative agencies, attracting both international brands including Diet Coke.
BETC London is the first agency in a global micro-network established by the renowned French agency BETC. BETC Paris, founded in 1994, is the leading, largest and most awarded agency in France and the second most awarded agency in the world.
About the women:
Lean Van Den Bergh (lead girl) - Model/Actress
Hannah Arterton (‘gawp’ girl) - Actress
Jude Rea - Model
April Khomo - Model
Anel Alexander - Actress