A 'Bourne Ultimatum' style creative is at the centre of Lucozade's new marketing initiative
12 September 2008
Lucozade’s ‘Jason Bourne-like’ character went on the run on 6 August
Lucozade Energy is investing €2 million in a fully integrated campaign developed by Ogilvy & Mather in Dublin. The campaign is based on a “never-ending chase” around the world, and spearheading the global adventure creative is a new television campaign which aired for the first time on 6 August.
Initially there will be four executions; two 30 second and two 20 second spots. Each commercial follows the extraordinary exploits of the main character as he is chased from Costa Rica to New Orleans, New York to Los Angeles, and Hamburg to Marseille, finishing with the end line, ‘To be continued’, to leave the viewer wanting more.
The ad was developed and created by the Lucozade team at Ogilvy & Mather and directed by well known Italian film-maker, Dario Piana, through MaxFilms. The new commercials reflect the high energy values of the brand as the lead character continually eludes and outsmarts his pursuers.
Speaking about the new campaign Stephen Cooke, group product manager at GSK, said that he believed the new campaign would help Lucozade Energy build on its enormous success in recent years. “The television is just the start. In keeping with the large scale of the TV, we are developing an integrated communications strategy across the communications mix.” The campaign will kick off with a heavyweight burst of activity followed up with significant investment across other communications channels.
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