Directed by Dax Martinez-Vargas in the picturesque city of Prague, Diet Coke's "Handbag" campaign, crafted by Mother UK, brings the brand’s ethos of "lightness" to life with a touch of whimsy and innovation. This unique film continues the playful puppet narrative of previous campaigns, focusing on three marionette women and their quest for the perfect-sized purse.

The storyline revolves around the characters in a high-end purse shop, humorously highlighting their struggle with oversized handbags. A Diet Coke can rolling inside a too-large purse sparks creativity as the trio takes power tools to fashion a bag that’s just the right size—much to the dismay of the store’s snooty assistant. This clever twist delivers the message of Diet Coke’s lightness while reinforcing the brand’s spirited and independent image.

As the director, Dax brought the marionettes to life, demonstrating that effective storytelling doesn’t always require human actors. The use of puppets adds a distinctive and memorable dimension to the narrative, showing that imaginative marketing can make a significant impact and leave a lasting impression.

Embarking on a marionette-based campaign requires not only a flight of fancy but also a flight to Prague—home to some of the world’s finest puppeteers. Crafting the perfect puppet story involves custom sets, meticulous puppet creation, and a four-day shoot.