Your Shot: Diet Coke Hunk Returns

He hath returned. The Diet Coke Hunk is back. And he’s been given a modern day makeover. By makeover, we mean he’s a completely different person. Apparently, model Andrew Cooper is more appealing to modern tastes which favour Beckham/Gosling physique over the beefcake of yesteryear. Quaking at the knees yet? Well, have a cheeky peek below and, once you’ve pulled yourself together again, check out Addison Capper’s chat with BETC London ECD, Neil Dawson, on the reincarnation of the legendary dude. 

 

 

LBB> Strategically, what do you think the rejuvenation of the Diet Coke Hunk with a new model will achieve for the brand?

 

ND> This is Diet Coke's landmark 30th anniversary year. With that in mind, it was time to celebrate with the women who love it and have made it a trailblazing icon over the past three decades. The rejuvenation of the hunk is a 2013 interpretation of the brand’s most famous advertising – a contemporary twist on the memorable commercials from the 1990s – reminding loyal drinkers of their love of the product and the brand.

 

LBB> The press release mentions that the ad will kick off celebrations for the 30th anniversary of Diet Coke. What more can we expect from this campaign?

 

ND> This year will see an integrated campaign launch based around the ‘Sparkling Together for 30 Years’ strap line as well as treating fans to our new hunk. There will be activity throughout the year from Diet Coke celebrating 30 years. 

 

LBB> Did you ever consider using a different soundtrack to Etta James' 'I Just Want To Make Love To You'?

 

ND> Music caused a lot of soul searching and searching of soul (sorry). The Etta James track was another element where we had to ask the question - should it stay or should it go? (I'm not doing this on purpose). We listened to a whole bunch of great tracks, many of which made it really cool but didn't make it sexy enough. When we put Etta on, it hit two action points - it was like it was written especially for it. Decision made.

 

LBB> Why was director Rocky Morton the right man for the job?

 

ND> Rocky understood straight away that this ad needed scale, it needed humour and it needed to be sexy. He delivered on every aspect. Even down to the 'product porn' as the can rolls beautifully down the hill.

 

LBB> Considering the iconic status of the previous ad's model, casting the right man for this spot must have been a bit daunting! What was the selection process like and why was model Andrew Cooper chosen for the role?

 

ND> Choosing our Hunk wasn't easy but fortunately the ladies of BETC were happy to help out. Boy, they really put in the hours scouring casting links. We wanted the more up to date Beckham/Gosling type physique rather than the beefcake of yesteryear. After that, personality plays a big part. Andrew is a genuinely nice guy. That came through in the casting and comes across on screen. It makes him even more appealing than a handsome, well-toned man in a wet t-shirt would be anyway.