If sexy sells, Diet Coke should experience a huge sales lift in 2013. The soda brand has tapped Marc Jacbos as its creative director for this year, and he’s already reprised the brand’s very shirtless ’90s Diet Coke Man commercial, and posed as a pinup for a print campaign.
“I still think it’s hysterical people want me to take my shirt off,” Jacobs said in an interview with WWD. “You know, I’m going to be 50 in two months, so I guess I should be glad. It feels like the decade of me taking my shirt off.”
In the new commercial, three young women including model Ginta Lapina see the designer’s trademark black boots and kilt sticking out of a photo booth. They fawn over the pictures that come out of the booth’s printer, and then pull back the curtain to find a half-naked Jacobs wiping sweat from his brow. (No one ever said being a sex symbol wasn’t hard work.)
Jacobs, who joins Karl Lagerfeld and Jean Paul Gaultier in the growing group of designers who’ve worked with Diet Coke, also created “whimsical, feminine” designs for the soda, which celebrates its 30th anniversary on European shelves this year. Three cans and three bottles will make their way into Europe by next month. His chest-baring campaign, shot by Stéphane Sednaoui, will make their print debut mid-March. The commercial and the images, however, are already online. A look at them here in the gallery.
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Source: FULL ARTICLE at fashionologie