Singer Joss Stone made her debut as the new iconic Flake girl – but there was no overflowing bath or suggestive biting into the bar to be seen.
The husky-voiced singer was unveiled as the latest girl to eat the crumbliest, flakiest milk chocolate in the world.
But instead of lying in a bath and seductively ripping off the wrapper, the star, 20, is more messy than sexy as she eats a piece of chocolate and casually brushes flakes of chocolate off her brown vest.
In the 40 second advert, Joss, who is the first celebrity Flake girl, is seen rehearsing with musicians in a recording studio.
As everyone takes a break, the singer reaches for her chocolate bar and sings a version of the famous jingle in her blues-influenced vocal style before unwrapping the bar and breaking off a piece to eat.
The ad is a far cry from the more raunchy versions that prompted complaints back in the 1960s for being too sexually explicit.
The famous ‘bath’ ad featuring a woman eating a Flake in an overflowing bathtub became famous for making the sex and chocolate connection more explicit. But the latest advert has toned down the sexual content of previous Flake adverts – the only thing sexy is Joss’ voice.
“Joss Stone brings a new twist to the iconic figure, perfectly embodying the Flake girl’s fun and spontaneous attitude to life,” said Clare Charlton, the brand manager of Flake at Cadbury.
Previous Flake girls have included the 1969 Miss World, Eva Rueber-Staier, who also starred in James Bond films Octopussy and The Spy Who Love Me.
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