The new Diet Coke ad from Mother had its first official airing last night during The Brits.
I can’t say that I exactly warmed to it – and I’m bang on target audience. Based on the ad, I’m led to believe that drinking Diet Coke will make you want to ride around on a bicycle in the middle of the night, singing your heart out, while women nearby (in scenarios direct from the Singleton Chick Flick Cliché Book) sadly sing along with you.
It’s almost as ridiculous as suggesting we should all be roller-skating in white jeans or skydiving at that time of the month.
I’m guessing the creative brief was something about Diet Coke enabling you to about taking a moment to remember who you really are and what makes you happy (a modern Diet Coke Break for the downturn).
But there’s nothing empowering or engaging about the execution. Every non-Duffy woman in the ad comes across as weak and some kind of blokeless loser, buying singleton ready meals late at night or stuck on the Girl’s Night Out from hell. Duffy doesn’t come out of it all that well either, I don’t think the song particularly suits her style or range.
To be honest, I not impressed with the endline ‘Hello You’ either. It just doesn’t sit right and reminds me too much of Avon’s Hello Tomorrow.
So then, in short, I’m not a fan.
Judge for yourself:
A bit of detective work via google, youtube and itunes reveals that the song I’ve Gotta Be Me was recorded by Sammy Davies Jr. in the late 60s and originally came from a musical on Broadway at that time called Golden Rainbow. Here’s the man himself in action (starts 25 secs in):