Diet Coke has a whole new vibe in a stylish spot created for the U.K and Ireland, helmed by Autumn de Wilde ("Emma").
The ad, by Droga5 London, is set to a new version of the brand's jingle, by Grammy-award winning Thundercat. It has a seductively trippy, laid-back, '70s feel, as characters including a man in hair curlers, a silver-haired gamer and a woman who rips her bra off in a taxi chill out with their cans of Diet Coke.
According to the brand, the film "celebrates the positive and unapologetic attitude of the brand’s fans who love what they love and don’t justify doing things their way."
The TV spot is part of an integrated push for the brand that includes out-of-home, social and digital elements and PR.
Director de Wilde, repped out of Anonymous Content, had previously worked with the agency on a Uniqlo dance-themed spot highlighting the brand's wireless bras.
"I’m so thrilled to be collaborating again with David Kolbusz and the electric minds at Droga5, London," she said in a statement. "To be reunited to direct and photograph the iconic Diet Coke brand is an absolute dream."