The ’90s office crush ad gets an icy update as Diet Coke’s latest campaign swaps ogling for modern self-care, with Jamie Dornan taking the plunge for real.
If you remember that iconic ’90s Diet Coke Break ad – the one that had professional women stopping mid-morning to watch Lucky Vanous peel off his shirt – you’ll know it was all about the slow, sultry ogle. First aired in 1994, it became an unexpected hit for Coca-Cola. No sequel was planned, but the reaction was so strong that they brought Vanous back the following year.
The idea stuck until 2013, when Andrew Cooper played a hunky gardener in what became Diet Coke’s most popular ad in more than two decades. The campaign was one of the first to flip the script in TV advertising, letting women do the objectifying for a change. It’s been called “much loved” and “truly iconic” – though it hasn’t escaped criticism for sexism in reverse.
Fast-forward to now. Times have changed. The soundtrack’s less suggestive. The mood’s less steamy. But the sentiment’s still there: that little moment you take just for yourself. Only now, it’s designed with modern audiences in mind.
Diet Coke is bringing that feeling into 2025 with its latest This Is My Taste campaign. Jamie Dornan’s back – and yes, he does take his top off – but this time it’s for an invigorating cold-water swim. A modern ode to the break we all deserve. Shot at Shepperton Open Water Swim in Surrey, Dornan sips an ice-cold Diet Coke before plunging into freezing waters. Along the way, he meets a cast of quirky characters enjoying their own moments… from birdwatchers and paddleboarders to radio-controlled boat enthusiasts.
The inspiration? The brand says the average Diet Coke break lasts just eight minutes. Short, yes. But powerful enough to recharge. That’s the sweet spot this campaign is aiming for, encouraging us to use those minutes to explore what we love.
The rollout spans TV, social, and influencer channels in the UK and Ireland, backed by PR, earned media, and in-store activity. There’s even the chance to design your own virtual can via the Coke app, customised to reflect your personal style.
Spring Studios led the creative alongside Exposure, Ogilvy UK and Essence Mediacom. Together, they’ve kept the Diet Coke Break alive… just with a little less slow-motion smoulder.
But the real star is Dornan’s authenticity. Cold-water swimming isn’t a glossy set piece for him; it’s something he genuinely does. And that sincerity makes the campaign feel less like a sales pitch and more like an invitation. “It’s my way of finding a moment for myself,” he says. “And I try to do it as often as I can. I hope that giving a peek behind the scenes of my lesser-known passion inspires others to take a moment for themselves.”
Whether your small break involves braving icy waters (hard pass), spotting rare birds, or simply sitting in peace with a fizzy drink, Diet Coke’s latest reminder is simple: take the time, make it yours. And with the way this year’s shaping up, that’s a pretty decent aim for us all.
