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Lucozade Energy ‘Do More’ advert

Agency:  M&C Saatchi

Client: Lucozade

Lucozade Energy, the UK’s no.1 energy drink, is bringing its current ‘Do More’ philosophy to life via a new TV advert.

The ad from M&C Saatchi captures the brand’s commitment to inspiring people to ‘Do More’ with their energy, a philosophy brought to life with exciting action adventures featuring mountain biking, sand boarding, kite surfing and white water rafting.

To realise the brand’s vision, Lucozade Energy worked with Stacy Peralta, an American director.

Shot over four days in South Africa, the ad takes the consumer on a fast-paced journey through a variety of action adventures.

The action is linked through the constant of an energy trail comprised of the brand’s iconic orange bubbles that follows the ad’s various protagonists as they undertake these exciting activities.

“We are extremely excited to unveil our first television ad in almost 5 years. Our director Stacy Peralta lives by the ‘Do More’ philosophy and was a natural choice to bring this vision to life on screen," said Lucozade Energy Senior Communications Manger, Nicholas Godsall.

"The new ad demonstrates our commitment to the ‘Do More’ positioning, something we feel will resonate extremely well with the consumer”.

The ad will makes its UK television debut on March 22, 2010 and will run in cinemas nationwide from April 23.

The television campaign will run for 9 weeks, breaking for a month during the FIFA World Cup and then returning to screens until September.

The TV ad is part of a multi-million pound marketing campaign that includes radio spots, outdoor advertising and an on-pack promotion to ‘Win An Amazing Adventure’, linked to lucozadeadventures.com.

AJR
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