 The campaign, showing Duffy cycling through a supermarket singing "I Gotta Be Me", was launched on British television station ITV, following the 2009 BRIT Awards, which saw Duffy take home three awards for her work.Duffy was named as the "face" of the brand, alongside other famous women, though her initial advert for the brand was widely deemed as a career misstep.In addition, the advert went on to spark unexpected complaints about the health of children when it showed Duffy riding without protective gear, to the United Kingdom's Advertising Standards Authority.