I'm an expert, me.

I am an expert in the field of advertising. And I would guess you are too. Most consumers are.

Diet Coke ad - lift scene. Discuss.

This ad clearly targets women. But they have got it sooooooo wrong.

Women, and I know this is a generality but it is also a truth universally acknowledged, women, are clever and manipulative creatures.

A brief recap of the ad so you know what I'm talking about.

Three office girls get into a lift with cans of Diet Coke. They press the alarm bell and an allegedly good looking lift engineer drops, James Bond style, through the top of the lift. Girls then leave the lift with filthy smirks on their collective faces. The engineer is left looking a little bemused.

Now I may not have captured this exactly. Allegedly good looking man may be considered good looking by the exact target audience but he does nothing for me. Girls may not have filthy smirks but that's how I interpret their expressions. Lift engineer may not be bemused but that's my deduction.

Anyway the implication is that the girls do this so they can gawp at the fit body of 'their rescuer'. And now to my damning criticism of this creative execution.

Women do not collaborate when it comes to the opposite sex! It's tough being a single girl. If a woman has a man in her sights then, in the competitive dating environment, she will create opportunities to be alone with her target. She will not invite her friends, especially when she knows they also find him attractive. Women understand the phrase 'eliminate the competition'.

So, in summary, Diet Coke have not understood their target. In fact the commercial looks to pander more to male fantasy than to female fantasy.

They have got it very, very wrong.Unless of course you disagree. In which case I would like your discussion paper on my desk by close of play on Friday.