Ogilvy & Mather is drawing on scientific research to claim athletes
who drink Lucozade Sport can keep going for longer than those who
don’t.
A new TV campaign, starring Alan Shearer, is based on the findings of a
Journal of Sports Science investigation, which found Lucozade Sport can
keep athletes going for 33 per cent longer than water.
O&M has developed two 30-second executions for the campaign. One shows a
cleaning lady at a gym filling in her time by messing about with a
rubber glove while she waits for one last athlete to end his lengthy
training session. The phrase ’Isotonic Lucozade Sport drinks keep top
athletes going 33 per cent longer’ appears on the screen, and the camera
cuts to a sweaty Shearer pounding away on the deserted treadmill.
The second ad shows a woman parked outside a fitness centre waiting for
her boyfriend to finish his session at the gym. She settles down to do a
crossword while she waits, but becomes irritated as a stream of people
leave and head for home - yet there’s still no sign of her
Lucozade-drinking man.
The ads were written by Vicky Maguire, art directed by Dorte Nielsen and
directed by Lenard Dorfman through @radical.media.
Media planning and buying for the campaign, which breaks this week, is
through MediaCom.
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