GlaxoSmithKline this weekend kicks off the first TV ad for Lucozade Energy since its decision to drop advertising icon Lara Croft.
Hitting screens today (Saturday), the new treatment replaces the ‘Gone a Bit Lara’ campaign and marks a change in direction for the brand.
GSK hopes to persuade consumers that Lucozade is just as beneficial to the brain as to the body.
A new strapline - ‘Stop your concentration wandering, keep it happy with Lucozade’ - finishes the 30-second ad which is set in a nightclub where a DJ struggles to concentrate on his decks.
A hairy, manic little creature - said to symbolise lost concentration and energy -
appears from under the DJ’s cap and runs amok in the club before a slug of Lucozade Energy restores things to normality.
The advertisement also features a cameo from the rap artist Harvey of So Solid Crew fame.
Meanwhile, a separate 10-second ad will highlight the launch of the new Citrus Clear flavour.
Brand manager Rachel Harris said: “The ad is contemporary, energetic and will increase consumer awareness of Lucozade Energy.”
Hitting screens today (Saturday), the new treatment replaces the ‘Gone a Bit Lara’ campaign and marks a change in direction for the brand.
GSK hopes to persuade consumers that Lucozade is just as beneficial to the brain as to the body.
A new strapline - ‘Stop your concentration wandering, keep it happy with Lucozade’ - finishes the 30-second ad which is set in a nightclub where a DJ struggles to concentrate on his decks.
A hairy, manic little creature - said to symbolise lost concentration and energy -
appears from under the DJ’s cap and runs amok in the club before a slug of Lucozade Energy restores things to normality.
The advertisement also features a cameo from the rap artist Harvey of So Solid Crew fame.
Meanwhile, a separate 10-second ad will highlight the launch of the new Citrus Clear flavour.
Brand manager Rachel Harris said: “The ad is contemporary, energetic and will increase consumer awareness of Lucozade Energy.”
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