Cadbury will tonight unveil a new TV ad starring Joss Stone as the latest in a long line of Flake girls.

You can watch the new Flake ad here.

Flake has a famous - if at times risqué - advertising history raising the question of how well this sanitised version fits in with a canon containing such gems as the thinly disguised "blow-job" ads of yesteryear.

From a creative perspective Cadbury, still basking in the reflected glow of the success of the mould-breaking "Gorilla" spot by ad agency Fallon, has flipped its strategy with the use of a mainstream celebrity such as Joss Stone in Publicis' new Flake ad. That is certainly not to say the new approach is wrong, but a cursory trawl through Flake's back catalogue shows how times have changed since 1959 when the "Flake girl" ads first hit TV screens.

As far back as this black-and-white ad from 1969 Flake has been associated with a bit of sexual pleasure.

The famous "bath" ad featuring a Demi Moore lookalike, and the "phone" ad became famous for the sex/chocolate connection.

Stone will now join famous Flake girl alumni including the 1969 Miss World, Eva Rueber-Staier, who also starred in James Bond films Octopussy, For Your Eyes Only and The Spy Who Loved Me.

A reinvention of the Flake girl last year - after a five-year absence from TV - featured Australian model/actress Alyssa Sutherland, who appeared in the Devil Wears Prada, didn't seem to nail the idea.

So does Joss Stone have that Flake girl factor to make people want to buy more of the crumbliest, flakiest chocolate money can buy?