The ad was created by Lawton eMarketing and Maverick Media. It shows two young men playing 'Juiced' on a console that is located in their car. The men notice that changing the colour of the racecar within the game causes the T-shirt of a modestly dressed woman, who is standing at a nearby bus stop, to change colour in the same way.
After playing around with the console, the men then realise that they completely control what the woman at the bus stop is wearing. They are soon causing her breasts to jiggle, much to the woman's alarm, and then she finds herself at the bus stop wearing nothing more than a G-string. A 'Juiced' logo then appears on her buttock before the ad ends as the men in the car prepare to denude her entirely.
The spot was conceived and written by Tim John, creative director of Lawton eMarketing, and directed by Willy Smax.
The ad delighted voters in Channel 4's Ideas Factory viral competition, being voted the best viral ad created by a UK digital creative agency. The runner-up was created by Great Guns and promoted the website , the website for drivers who think they have had incorrect parking tickets.
Maverick Media also won in the category for best viral for an international theme, with its promotion of computer game 'Act of War', which showed a nightmare vision of London under attack by aliens. Runner-up was for the vodka brand 42 Below, created in-house at 42 Below Vodka by Angela Barnett.
The competition was hosted by Channel 4, and backed by , the viral site, and digital agency , formerly known as DS Emotion. It was promoted by .
Winners are to be showcased on the Bore Me homepage and at .
Adam Gee, commissioning editor for interactive at Channel 4, said: "The response and quality of work we received was incredible. We have showcased some of the best viral ideas and digital creativity the UK has to offer, and we aim to make this an annual fixture in the viral calendar."
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