Lookalikes campaign is pure fun, claims 'you know who'

Soft drinks giant Schweppes has defended its controversial advertising campaign showing provocative images of lookalike stars caught off-guard.

The company said its suggestive magazine adverts are "pure fun".

They portray a nervous "Camilla Parker Bowles" being prepared for her wedding day and a jailed "Jeffrey Archer" being comforted by a distraught "Margaret Thatcher". On closer inspection, however, it becomes clear the pictures are of lookalike models.

Andrew Coker, director of communications at Coca-Cola Great Britain, said: "I think the images are rather fun, giving people a wistful little smile working upon the 'in the know' personality of our brand.

"They are all lookalikes, there is no damage intended and the adverts are designed for fun - they simply play with situations that people have often mused on.

"There's a lot of very serious news at the moment so you have to attempt to raise a smile."

The shots carry the 35-year-old Schweppes tag-line "Sch ... you know who?" with a disclaimer, but Mr Coker said the disclaimers may vanish in time as the public catch on to the joke.

The campaign was photographed by Alison Jackson who said: "They aren't a joke, they are a serious comment on the nature of authenticity and fame. You think they tell the truth but they don't."

There are three further images expected to appear in the near future but their identities are top-secret.

A spokeswoman from the Advertising Standards Agency said no complaints had been made, but she raised doubts over the use of people's images without their permission.