Hasta La Ideas

Night Rider for Diet Coke, agency: Mother

This new ad campaign for Diet Coke, starring Duffy, airs tonight on ITV. The ad, out of Mother London, sees the soft drink shed its associations with scantily clad workmen and instead aims to celebrate a girl’s “right to say no to the pressures of modern day living”.

“It used to be about girls using their breaks to ogle construction workers, but now they’ve got better things to do than sit around and wait for semi-naked men,” say the Mother creative team. “Diet Coke’s now about inspiring women to take control and do the right thing for themselves.”

Photographer: Liz Collins

Duffy was chosen for the ad because “she’s the epitome of the Diet Coke girl”, continues Mother. “Aspirational, ambitious but knows when to duck out and do her own thing. In the ad she celebrates taking a moment to herself by belting out Sammy Davis Jr.’s ‘I’ve got to be me’.”

The TV will be accompanied by a series of print and poster ads starring both Duffy and other models.