BASEMENT JAXX vocalist SHARLENE HECTOR is the new face of one of COCA-COLA's biggest ever UK advertising campaigns.
The ad will hit screens tomorrow (January 23) and follows Hector walking through the streets handing out bottles of Coca-Cola Classic, whilst singing Nina Simone's 'I Wish'.
Marketing director for Coca-Cola Great Britain, Julia Goldin said: "It was important to us to work with someone who lives the values of the campaign, which is about a consistency of emotion."
Whereas Pepsi are roping in high-profile stars such as Britney Spears, [a][/a], Beyonce and David Beckham, Coca-Cola are launching their 'Real' campaign to take over from the 'Always Coca-Cola' ads.
The new projects aim to give the brand a more irreverent image, and in the US has seen actress Penelope Cruz burping after drinking Coke.
According to MediaGuardian.co.uk, the campaign was created by the British advertising agency Mother after they clinched the deal from Coca-Cola's longstanding US agency, McCann-Erickson.
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