Icons of French history Napoleon Bonaparte and Joan of Arc are faced with modern-day first world problems in a wittily humorous new campaign for the Mexican market for Coca-Cola Light (Diet Coke) through Santo Buenos Aires.
Directed by Marcelo Burgos, shot in Madrid and produced by Garlic/Rebolucion, the two-spot campaign takes the line that old-fashioned heroes such as Napoleon wouldn't have coped with today's challenges. Having a mid-life crisis, taking orders from a female boss or reading a self-help book in public would have been anathema to the great Bonaparte, as would ordering a Diet Coke. (The second spot, aimed at women, focuses on Joan of Arc having to cope with the ignominies of undergoing IVF, laser hair removal and having to be nice to her partner's kids.) The message is that luckily, modern heroes and heroines can happily do so.