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609:) as he mows the grass. One woman rolls a can of Diet Coke to him, which hits his lawnmower. She gestures to him to drink from the can, which fizzes the soda all over him when he opens it. The women laugh at the gardener, at which he removes his T-shirt, revealing his muscular torso underneath. As the women gape at him in disbelief, the gardener walks away with a smile on his face. Unlike
627:. A teaser for the advert was uploaded to Diet Coke's official Facebook page at 11:30 a.m. on January 28, 2013 – it was subsequently shared online more than 41,500 times. Once released onto television, the commercial became the most popular piece of advertising that Diet Coke had produced for 20 years, and was the first non-US made Coca-Cola advert to be shown during the
877:, with women working in an office excitedly telling each other that it is "Break time" and then gathering at a window. However, rather than gazing at a handsome man, the women are instead watching an Astra Light being driven around a parking lot. Promoting the new advert, marketing director Patrick Fourniol described the original
665:
attractive men, rather than the other way around. The success of the original advert caught Coca-Cola by surprise, with Vanous remarking: "Neither I nor anyone else had any idea the commercial would cause this stir." Nancy Gibson, Diet Coke's worldwide brand director, stated that they were "thrilled"
569:
follows three women working in an office. Each carrying a can of Diet Coke, they enter an elevator and intentionally press the emergency call button. A technician (Xavier) sees the women on a CCTV monitor, and leaves his post to free them from the elevator. After descending from an emergency hatch in
451:
a.m., an attractive shirtless window cleaner (Merrill) is lifted in a suspended platform past the window while drinking a can of Diet Coke. The women gaze at him longingly, with one (Nancy Meyer) remarking: "No wonder it's so hard to get an appointment here." Speaking about being cast in the advert,
390:
a.m., they excitedly call each other over to a window, to watch a handsome construction worker (Vanous) as he takes his "Diet Coke break". The construction worker removes his shirt and drinks a can of Diet Coke as the women ogle him. The advert is soundtracked by "I Just Want to Make Love to You" by
643:
campaign did not "represent the values of modern confident women", and the adverts were retired. In their place, a new campaign was launched encouraging women to "regret nothing". Promoting this new campaign, Bobby
Brittain, the marketing strategy and activation director of Coca-Cola Great Britain,
894:. In the episode, the character Jen distracts a pair of female workers in an office by telling them there is a builder outside taking off his shirt, "like in ads". After the women run over to the window to look at the shirtless man, it is revealed that he is actually overweight and unattractive.
29:
829:) asks: "Could this be the smoothest way to advertise John Smith's Extra Smooth?" The camera then pulls back to reveal that the room's only occupant is an uninterested cleaner vacuuming the floor, to which the narrator answers: "...
447:, and starred the actor Robert Merrill. The sequence features a group of women arriving at the reception area of an office building, each one for their "11:30 appointment", then sitting in a room with a large window. At 11:30
287:, a delivery man is the object of attention. The campaign went into hiatus for 10 years, before returning with a new advert in 2007, in an attempt to reposition Diet Coke towards its female consumers. The commercial,
800:
returning to
British television. The advert was also recreated on February 13, 2014, in a stunt at London's Finsbury Avenue Square, which was transformed into a live "hunk experience" with 20 shirtless male models.
428:, saw Vanous return to his role as the Diet Coke hunk – he portrayed a model brought to life from the pages of a fashion magazine by a woman drinking a Diet Coke. The advert was created by the Toronto office of
825:, the advert shows a topless version of John Smith's mascot (the cardboard cut-out "No Nonsense Man") being lifted in a suspended platform past the window of an office boardroom in a skyscraper. A narrator (
648:
adverts as "much loved". Matthew
Charlton, CEO of creative agency Brothers & Sisters, called the campaign "one of the most famous global advertising ideas ever created and a genuine creative franchise".
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68:
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attractive men, rather than the other way around – it has been described as "much loved" and "truly iconic". The campaign has also generated criticism over whether its adverts are
2009:
2115:
993:
559:—was subsequently cast to star in the advert. It was directed by Joe Roman and filmed in Buenos Aires, and formed part of a wider campaign created by the advertising agency
2269:
506:) carrying two cases of Diet Coke exits an elevator on the women's floor. As the women stare at him, he places the cases down then takes a drink from one of the cans.
1784:
1653:
555:, to repromote Diet Coke towards the brand's female consumers. An international search to find a new "hunk" began in 2006. Francois Xavier—an economics graduate from
1810:
520:, and had already been introduced into the French and Spanish markets by the time it was released in the US. The advert received a UK release the following month.
701:
campaign, Vanous remarked: "I felt very uncomfortable with that role as a sex object. Then I realized it's just part of the game." In 2013, the
British newspaper
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307:
became the most popular piece of advertising that Diet Coke had produced for 20 years, and was the first non-US made Coca-Cola advert to be shown during the
1191:
1113:
848:, the advert begins with a group of women in an office excitedly telling other: "It's 10:30." As they gather to look out of a window, an attractive surfer (
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was broadcast in Canada, the national government felt that it was demeaning to men and pulled it off the air. Speaking in 2001 about his part in the
1746:
2305:
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409:, of which The Coca-Cola Company distributed 33,000 copies to computer users through both direct mail and a promotion with 134 radio stations.
1920:
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million account, and was one of seven television commercials to carry Diet Coke's new "This is refreshment" theme. The advert was directed by
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796:
million multimedia marketing campaign was launched in 2014. The campaign spanned television, radio, print and social media, and included
858:
praised
Icelandic Glacial for giving the original Diet Coke advert a "queer makeover" by making one of the people at the window a man.
1983:
291:, follows a group of women who deliberately get trapped in an elevator in order to be rescued by an attractive technician. The final
2107:
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as a handsome construction worker who removes his shirt while taking his "Diet Coke break". The advert was a huge success, catching
2451:
967:
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2035:
1946:
1645:
2441:
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623:, and ran in more than 10 countries across Europe. It was written by Neil Dawson and Clive Pickering, and was directed by
578:
was soundtracked by "I Just Want to Make Love to You" – however, rather than James's original version, a new recording by
2346:
1897:
330:
was pulled off the air by the
Canadian government, who felt that the commercial was demeaning to men. Similarly, in 2013
318:
campaign is remembered as being one of the earliest examples of gender roles being swapped in TV advertising, with women
276:
by surprise. Although initially no sequel was planned, Vanous was recast in a follow-up advert, released the next year.
1329:
1381:
1083:
1291:
264:. Each advert centers around a group of women ogling an attractive man while he works, soundtracked to a version of "
605:. In the commercial, a group of women are sitting in a park drinking Diet Coke and watching an attractive gardener (
661:
campaign is remembered as one of the earliest examples of gender roles being swapped in TV advertising, with women
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265:
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732:
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won in the category for Most
Popular Advertisement; Merrill attended the ceremony and accepted the trophy.
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885:
670:
commercial in the UK, its soundtrack—"I Just Want to Make Love to You" by Etta James—was re-released on
498:. As with the previous two commercials, it is set in an office with a female workforce. At exactly 11:30
2361:
767:
852:) emerges from the sea, removes his wetsuit and drinks a bottle of water, as the workers ogle at him.
443:
The campaign returned two years later in 1997 with two new commercials. The first of these was titled
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in 2006—which was deliberately being marketed at men—the campaign returned with a new advert,
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613:, James's version of "I Just Want to Make Love to You" returned as the advert's soundtrack.
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8:
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1988:
1811:"A commercial may become a runaway hit, but a company shouldn't let the idea run too far"
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283:, depicts women in an office gazing lustfully at a window cleaner, while in the second,
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268:". The first commercial premiered on US television in 1994, and starred American actor
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the ceiling, he releases the three women, who return to their desks. As with earlier
2399:
2306:"Vauxhall Motors Pays Homage to Classic Diet Coke Campaign with Playful Astra Spot"
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151:
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1747:"Diet Coke ditches its Hunk and tells women to Regret Nothing in latest campaign"
1247:
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723:, but, having said that, it was also quite a bit of fun and I quite enjoyed it."
1917:"Diet Coke, Yellow Pages and rampant sexism: 6 of the funniest ads of the 1990s"
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in an article on "sexist male adverts", citing a debate on the
Internet forum
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campaign returned in 2013 with a sixth and, as of 2020, final advert, titled
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To celebrate the 30th anniversary of the Diet Coke's launch in Europe, the
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33:
2270:"Water Company Gives Classic '90s Diet Coke Ad a Brilliant Queer Makeover"
1073:
2186:"Icelandic water company puts a gay spin on classic Diet Coke commercial"
2108:"Diet Coke celebrates 20 years of the Diet Coke hunk with £3.5m campaign"
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Despite not initially planning for a sequel, Coca-Cola launched a second
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commercials went into hiatus for ten years. Following the UK release of
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depicts a group of women working in an office in a skyscraper. At 11:30
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1984:"The sexist male advert tracker, from Paco Rabanne to salad dressing"
1901:
1862:"Official Singles Chart Top 100: 04 February 1996 – 10 February 1996"
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campaign has been parodied in adverts for other companies. In 1999,
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1677:"Campaign Viral Chart: Diet Coke 'hunk' rides out Super Bowl rush"
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by the response to the advert. Following the success of the first
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The advert became a success, leading to Target Based
Marketing in
28:
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1956:
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over whether it objectified men. Speaking in 2001, TV presenter
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2138:"John Smith's replaces cardboard No Nonsense Man with comedian"
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was used instead. The commercial premiered on
British channel
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513:
2040:. Series 1. Episode 8. October 13, 2001. 12:53 minutes in.
1951:. Series 1. Episode 8. October 13, 2001. 12:10 minutes in.
689:
The adverts also generated criticism over whether they were
239:
563:, which included billboards, online and press advertising.
260:
that ran from 1994 to 2013, used to promote the soft drink
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Merrill described it as "the job that everybody wanted".
1023:"Computer screen savers are becoming the new billboards"
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on January 29, 1996, and peaked at number five on the
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1604:
1292:"History of hunks: Diet Coke's leading man returns"
424:advert in June the following year. The commercial,
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279:Two further adverts premiered in 1997: the first,
334:was included in a list of "sexist male adverts".
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1523:
817:was parodied in an advert for the British beer
788:To celebrate the 20th anniversary of the first
678:. In 2005, the song was ranked at number 29 in
2239:"Icelandic company goes gay in new commercial"
1769:
1646:"Diet Coke unveils 30th anniversary 'hunk' ad"
1235:
919:"Diet Coke 'hunk' to return in TV ad campaign"
844:in a 2016 advert for their spring water. Like
351:campaign has included six television adverts.
2237:Eyvindsson, Roald Viðar (February 10, 2012).
2099:
1716:"Why Diet Coke is so wrong to ditch the hunk"
2328:
2268:Nichols, James Michael (February 12, 2012).
1804:
1802:
1520:
1421:
888:", the fourth episode of the British sitcom
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1709:
1707:
1705:
1382:"Diet Coke "hunk" ad is heading back to TV"
1016:
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528:advert in which the man kept his shirt on.
435:
2345:. Series 1. Episode 4. February 17, 2006.
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1323:
1321:
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1106:"A History of Diet Coke in 10 Commercials"
912:
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908:
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382:, and premiered on US television in 1994.
27:
1908:
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836:Seventeen years later, the water company
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1429:"New Diet Coke Hunk Gives Ladies a Lift"
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2118:from the original on September 18, 2020
2087:from the original on September 18, 2002
2052:from the original on September 28, 2019
1963:from the original on September 28, 2019
1808:
1726:from the original on September 18, 2020
1592:from the original on September 29, 2014
1476:"Bonjour, je suis le new Diet Coke guy"
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2316:from the original on November 13, 2020
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2218:from the original on November 27, 2020
2166:from the original on November 27, 2020
2075:"Barrymore makes it four in TV awards"
2024:
2012:from the original on November 24, 2020
1935:
1787:from the original on November 27, 2020
1745:Mortimer, Natalie (January 23, 2015).
1714:Charlton, Matthew (January 23, 2015).
1687:from the original on February 22, 2017
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1543:from the original on November 27, 2020
1453:from the original on November 27, 2020
1358:from the original on December 29, 2017
1267:from the original on November 27, 2020
1168:from the original on November 27, 2020
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1116:from the original on November 27, 2020
947:from the original on November 27, 2020
916:
873:model. The advert begins similarly to
2249:from the original on October 14, 2020
1981:
1975:
1757:from the original on October 25, 2020
1625:from the original on October 17, 2021
1465:
1330:"Diet Coke Returns to Its Hunk Theme"
1304:from the original on October 22, 2020
1066:
968:"Coke Adds Life to Its Diet Coke Ads"
884:The campaign was also referenced in "
2105:
1914:
1874:from the original on August 18, 2020
1777:"New face for 'Diet Coke Break' ads"
1674:
1668:
1615:"The 'Diet Coke Break' Hunk Is Back"
1533:"The Iconic Diet Coke Break Is Back"
1379:
1373:
1279:
1137:
1098:
966:Elliott, Stuart (January 13, 1994).
494:on March 24, 1997, the same year as
299:, was released in 2013, and starred
2106:West, Gillian (February 17, 2014).
1982:Jones, Richard (February 7, 2018).
1643:
1637:
1192:"Coke Puts Model in New Commercial"
1128:
455:
13:
1656:from the original on July 14, 2017
1508:from the original on June 27, 2015
1086:from the original on March 6, 2018
996:from the original on March 8, 2016
639:By 2015 it was perceived that the
619:was created by advertising agency
589:
561:Vallance Carruthers Coleman Priest
412:
69:Vallance Carruthers Coleman Priest
16:Advertising campaign for Diet Coke
14:
2478:
1923:from the original on July 2, 2023
1839:from the original on May 26, 2015
1562:Sweney, Mark (January 22, 2007).
1328:Barboza, David (March 26, 1997).
1220:from the original on May 26, 2015
1138:Span, Paula (February 26, 1994).
1051:from the original on May 26, 2015
917:Sweney, Mark (January 28, 2013).
757:
490:, premiered in the US during the
2417:
2405:
2393:
2381:
2369:
1190:Elliott, Stuart (May 24, 1995).
1021:Elliott, Stuart (June 5, 1995).
809:Since it premiered in 1994, the
2452:American television commercials
1809:Elliott, Stuart (May 5, 1994).
1243:"Your chance to meet Coke hunk"
502:a.m., a handsome delivery man (
266:I Just Want to Make Love to You
2457:British television commercials
1675:Hall, Ben (February 1, 2013).
1380:Cole, Tom (January 29, 2013).
861:In 2019, the car manufacturer
733:4th National Television Awards
531:
347:As of November 2020, the
1:
1644:Dar, Ian (January 28, 2013).
897:
634:
1140:"Advertising's Lust Horizon"
777:
652:
7:
2442:1994 in American television
1915:West, Tom (June 21, 2023).
1894:Advertising's Greatest Hits
1300:. Hello. February 4, 2013.
804:
772:Most Popular Advertisement
684:Advertising's Greatest Hits
10:
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1919:. London: Marketing Beat.
881:advert as "truly iconic".
768:National Television Awards
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430:McCann-Erickson Worldwide
258:television advertisements
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59:McCann-Erickson Worldwide
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1564:"Diet Coke hunk is back"
2347:Channel Four Television
1898:Channel Four Television
1867:Official Charts Company
1850:(subscription required)
1698:(subscription required)
1369:(subscription required)
1231:(subscription required)
1179:(subscription required)
1062:(subscription required)
1007:(subscription required)
366:advert was produced by
479:
2312:. November 12, 2019.
2198:. February 12, 2012.
1539:. February 15, 2007.
869:to promote their new
731:In 1998, at the UK's
586:on January 22, 2007.
466:
303:as a hunky gardener.
274:The Coca-Cola Company
87:The Coca-Cola Company
36:starred in the first
2083:. October 28, 1998.
1783:. February 4, 2013.
1621:. January 28, 2013.
1488:. January 17, 2007.
1441:. January 19, 2007.
1082:. February 3, 2008.
254:advertising campaign
2275:The Huffington Post
1989:The Daily Telegraph
1145:The Washington Post
855:The Huffington Post
704:The Daily Telegraph
682:'s one-off program
518:Leo Burnett Company
512:was created by the
492:69th Academy Awards
368:Lowe & Partners
256:is a series of six
64:Leo Burnett Company
53:Lowe & Partners
23:
2143:Morning Advertiser
1816:The New York Times
1335:The New York Times
1255:. April 30, 1999.
1197:The New York Times
1112:. August 9, 2017.
1028:The New York Times
973:The New York Times
719:remarked: "It was
693:against men. When
480:
19:
2310:Little Black Book
2196:Stream Publishing
1896:. June 25, 2005.
1619:Little Black Book
838:Icelandic Glacial
823:11.30 Appointment
815:11.30 Appointment
781:
780:
737:11.30 Appointment
524:became the first
496:11.30 Appointment
445:11.30 Appointment
437:11.30 Appointment
281:11.30 Appointment
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