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The Diet Coke hunk is nowhere to be seen in the brand’s new campaign, which encourages women to "regret nothing". The TV spot, created by BETC London, opens on a young woman at an airport looking forlornly at a plane and wishing she had got on it. A Diet Coke-drinking double of the protagonist appears – the personification of her impulsive side – and urges her to catch the next flight. To the soundtrack of Miss Li’s My Heart Goes Boom, more doppelgängers appear along the way and the ad ends with the original woman having a romantic rendezvous. It was created by Gareth Rice and directed by Martin Krejcí through Stink.