Coca-Cola is targeting lads with its new tongue-in-cheek TV and cinema campaign for Coke Zero.

With the strap The Impossible Made Possible, the activity follows the brand's James Bond sponsorship of 2008, and runs for the next six months.

The extra-long 60-second ads targets male 20-something consumers by portraying a lad waking up next to a girl in her messy bedroom. Suddenly her father knocks on the locked door and the message 'Coca-Cola Zero presents The Impossible Made Possible' flashes on screen as a SWAT team airlifts him to safety.

"The tongue-in-cheek humour in this campaign reinforces the message that the impossible - such as great 'Coke' taste, zero sugar - can happen," said Cathryn Sleight, marketing director for Coca-Cola GB. "This campaign has been designed to create a fresh dialogue with Coke Zero drinkers."