Watching tonight's Academy Awards I was happy to see a Diet Coke ad that went in a new direction for the brand. It was inspiring, uplifting. The spot still read Coca Cola- the overall theme was, after all, promoting happiness- but it still held its own as its own separate brand. When I first heard the music- "Sweet Disposition" by Tribal Trap, a recent favorite of mine- I thought the spot was for a car company. I was happy to see that it wasn't. The implied message that Diet Coke is a product for everyone (street artist, director, fashion designer, nurse, movie star), to enjoy whenever suits them (before a night out on the town, while being inspired, while working late on-call), but nonetheless a product that is a part of you at first reminded me of the American Express "My life. My card." campaign. I am so happy that Diet Coke has shed the celebrity endorsers in the ads for the meantime though. Remember the spots featuring Tom Colichio, Kate Beckinsale, and Adrien Brody? What I found pretty interesting in this ad is that parts were not as "All American" as what you typically see of Coca Cola Classic ads. The actors and environments were quite diverse ( of European, Latin, Asian, and African American descent perhaps). Both Coca Cola Classic and Diet Coke ads are done by Wieden+Kennedy, Portland. I don't even like the taste of Diet Coke (although I am a loyal Coca Cola customer) but this spot made the product feel like a friend- which is, after all, what we in the advertising industry aim to do, isn't it?
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