Agency: Grey London
Brit award-winning rapper Tinie Tempah, world renowned drummer Travis Barker and Katie Taylor, Irish World Champion, have joined forced to launch Lucozde’s new Yes Campaign, which signals a repositioning of its sports and energy drink brand.
The campaign sees Lucozade brand bring together music and sport for the first time as part of change of director for the brand. The new ad, which breaks on April 12 during Manchester United Vs Chelsea match, is a key element of its plans to re-connect with the 16-24 demographic with number one artists such as Tinie Tempah likely to drive increased relevance amongst target groups.
Featuring a performance of Tinie Tempah’s “Simply Unstoppable” with Travis Barker on drums, remixed especially for Lucozade Sport, the film is set to be followed by two further YES ads for Lucozade Sport Lite and Lucozade Energy this summer. YES will also be rolled out as part of Lucozade’s presence at the Virgin London Marathon and other sponsorships including Lucozade Powerleague.
YES was created by Lucozade’s advertising agency Grey London. “YES isn't just about achievement, it's about a moment when energy is created. Bringing Tinie, Travis and Katie together creates a unique energy that only Lucozade could have made possible. An energy no-one can ignore," said Nils Leonard, Chief Creative Officer.
The brand already activates sponsorships and partnerships with a number of sports bodies and ambassadors including Barclays Premier League, GB Boxing, footballer Steven Gerrard and athlete Mo Farah.
Shot on location in Los Angeles, the ninety second ad will be the first of three music led films to be released by Lucozade this year as part of the YES portfolio positioning. The campaign will be executed as a 360 campaign delivered by Billington Cartmell (BTL), Cirkle (Trade PR), DAD (Digital), Fast Track (Sports PR), Grey London (advertising), Mediacom (media), Splendid Communications (Consumer PR) and TRO (Experiential).
Suzy Smith, marketing director for Lucozade said: “Lucozade is a brand that physically creates energy through its products. This advert, starring three very special talents in Tinie, Travis and Katie is the first designed to inspire people to channel that energy and create YES moments – those times when everything clicks and great things happen. This attitude is infectious and the YES campaign uses music as a tangible energy to bring the campaign to life.”