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By all accounts, Welsh pop rocket Duffy will be amongst the big winners at The BRITS tonight. During the glitzy award nominations last month, she and Coldplay received the most nominations, while an online poll of nearly 10,000 people this week revealed that Joe and June Public would like to see her triumph more than any other act. Famethrowa presumes this is because of her wholesome, girl next door refit of the 21st century nu-soul thing so rudely brutalised by Amy Winehouse on her haggard stagger through the toxic corridors of fame?

Or is it? Because tonight, Duffy lovers can apparently expect to see a very different side of the gleaming singer, as she is unveiled to the world as the new face of Diet Coke. The beverage company announced the six figure deal for an international marketing campaign last year, with the singer explaining: "I love the attitude of this new Diet Coke ad. I drink so much of the stuff, they were either going to give me shares in the company or put me in the advert". For their part, the drinks firm are said to have been looking for a "raw and edgy character" to front the drink, choosing Duffy in a bid to represent a different side to her and the fairer sex in general.

"We're very proud of this new campaign which shows strong and confident women taking control and saying no", explained marketing director Cathryn Sleight. The commercial goes out during The BRITS this evening but, naturally, it's already leaked and you can see it below right now. However, anyone expecting a "Thelma & Louise" style, right on feminist tour-de-force from the "raw and edgy" singer should look away now. Because you won't find Duffy sticking it to her boss, lover or the world here. In fact, the only thing this tacky, vomit-inducing ad fights for is its star's right to go for a little ride on her bicycle. Emily Pankhurst must be turning in her grave.