I was discussing this ad on Twitter yesterday, and others said it was ‘twee.’ That’s being polite. It’s rage-inducingly confusing.
Now, I’m probably not the kind of person this ad is aimed at, but I fail to see who it could possibly be aimed at.
Who over the age of 12 feels they need permission to drink Diet Coke? Why is this woman qualified to give them permission? Why is she talking to me like I’m a toddler? A very strange toddler who wants to live in a yurt, but a toddler nevertheless. Why does she explain her love for 'ath-leisure’ clothing like I’m stupid? Why does she say 'leisure’ the American way?
Now, the American
and Puerto Rican
versions of the ad don’t seem anywhere near cloying. The weird mention of yurts even seems to make sense with the American woman’s delivery.
So maybe the UK version of the ad just didn’t hit the mark. I’m amazed it got signed off, but hey – at least Diet Coke made me feel something, which is more than any Coke ad I can remember in my lifetime. Cambridge Analytica would be proud.