Alan Shearer fronts Ogilvy & Mather ad for Lucozade Sport

Ogilvy & Mather is drawing on scientific research to claim athletes who drink Lucozade Sport can keep going for longer than those who don’t.

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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