Thursday, January 15, 2009

Please explain the Lucozade ad to me



I must confess. I don't really get this. I can only imagine they want this to feel like the Bourne movies. And it does look a bit like a movie trailer. But nothing really happens. There is no story. There is no conflict, character development or anything. I know it is just 30 seconds long but it is very possible. What is the idea? I'm left a bit puzzled and not caring.

I don't have a problem with ads taking cues from films, and I love story-led ads, but surely there needs to be something more? Like this, this or this. And what's with the 'To be continued' bit at the end? Is there some interaction on the way, or is this a set up for another ad with the same guy running around?

If I'm missing something here, please explain.

5 comments:

assistanttothebrandmanager said...

To be read in Movie trailer voice ovr style:

DID LUCOZADE MAKE THE AD THEMSELVES?
WILL SOMEONE BE FIRED FOR HAVING NO ONLINE PUSH?
IS THE GUY BEING CHASED THE BRAND MANAGER THAT INSISTED ON THE DRINK SHOT MID CHASE?
TUNE IN NEXT WEEK TO FIND OUT....

How's that paul?

All is explained online at: http://www.lucozadeenergy.com/

They shot themselves in foot with overbranding, including corny side on drink shot. Then they shot the other foot by not having a web url at the end.

Maybe teenagers get it and jump straight online when they see it but I'll bet they just sit there saying WTF. I notice that Todayfm are on board so maybe something big will happen, I hope it works out for them, it would be nice to see an Irish brand get an integrated campaign right.

Brendan said...

I would have thought the message was crystal clear - action heroes get their strength from drinking Lucozade.

This is the exact same formula they applied with Laura Croft. Personally I preferred the Laura Croft ads, but sure there you go...

Paul. said...

cheers folks. Just had a look at Lara Croft ad. You're right. Same idea. Think execution is the issue with bourne one. Lara seems to work ok, when she picks the drink as an option of weapons, like you would in a game. But in bourne, it just feels a bit naff. I'm willing to concede I'm probably not the audience they have in mind.

I had a look at their microsite too. I was underwhelmed, compared to something like Nokia's http://www.somebodyelsesphone.com/anna/

Paul. said...

Just saw lucozade ad again, and figured out why Lara croft worked better for me. The Lara one feels like a legit link-in with the movie / game. It actually is Lara.

But new one doesn't actually link in with Bourne, just imitates it. But the guy is not him. Different guy, different name, just happens to be running around in similar fashion.

Conor Byrne said...

my least favourite ad of recent times...for what its worth!