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Cadbury is to launch a new TV advertising campaign for chocolate bar Flake starring singer Joss Stone as the "Flake girl".
The new commercial, which airs for the first time tonight, features Stone breaking off a recording session to bite into a Flake chocolate bar. Stone sings a version of Flake's famous "Only the crumbliest, flakiest chocolate..." jingle during the ad.
Clare Charlton, Flake's brand manager at Cadbury, said: "Joss Stone brings a new twist to the iconic figure, perfectly embodying the Flake girl's fun and spontaneous attitude to life."
The TV campaign, shot by ad agency Publicis in a documentary style, aimed to "modernise the Flake moment".
Chief executive of Publicis Neil Simpson said: "Our objective was to contemporise the brand and the idea was to modernise the Flake moment by combining the iconic Flake girl with the renowned Flake jingle."
Cadbury revived the Flake girl early last year after a five-year absence using Australian actress Alyssa Sutherland.
The Flake girl ads debuted in 1959 and became infamous for using sexually risqué themes.
Earlier in the month Stone admitted that her commercial was not as raunchy as its predecessors.
