Joss Stone new Flake girl

Joss Stone to star in new Flake ads

It’s an unusual gig, but singer Joss Stone’s latest performance is in a TV advertising campaign for Flake.

The new commercial sees Joss breaking up a recording session to take a sultry bite of a Flake chocolate bar. She then sings a version of Flake’s famous jingle, ‘Only the crumbliest, flakiest chocolate…’

The ad campaign, shot by advertising agency Publicis, aimed to ‘modernise the Flake moment’.

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 ‘Flake girl’ ads launched in 1959, and became famous for their risqué themes – but Stone admits her version is not as raunchy as her predecessors.