Dawson Pickering Celebrates Life's Impulsive Moments with Diet Coke

Dawson Pickering has created six 10 second idents for Diet Coke’s sponsorship of ITVBe.

All the ads highlight spontaneous, impulsive moments from Diet Coke women. They focus on the fun and wit of the Diet Coke drinker and celebrate the camaraderie of the women. Sometimes men are the foil, sometimes not.

The ads were filmed in Johannesburg (where the 2013 ad “Gardener” was filmed) for a sunny, upbeat feel. 

They were directed by Brett Wild through South African production company Hammersmith & Elephant. 

“Brett has a great sense of humour and has a fantastic rapport with actors. Given the short time-lengths (and number of ads we were making) we needed someone who could get those magic moments quickly.” Said Neil Dawson. “Hammersmith & Elephant pulled off an intricate production and made it look easy.  It wasn’t. They are a joy to work with.”