Lucozade Energy unveils first TV spot in five years

LONDON - Lucozade Energy is to roll out its first TV ad in almost five years to support its current "Do more" message.

Airing today (22 March) for the first time, the activity will roll out in cinemas nationwide from 23 April.

The TV campaign will run for nine weeks, breaking for a month during the Fifa World Cup (11 June to 11 July) and then returning to screens until September.

It has been created by M&C Saatchi and forms part of a £10m marketing investment in the brand.

Previous Lucozade Energy campaigns have featured the strapline 'Energising Britain' and 'Get your edge back'.

The ad features the brand's iconic orange bubbles that follow the ad's various characters as they undertake activities including mountain-biking, sand-boarding, kite-surfing and white- water rafting.

The ad has been directed American Stacy Peralta, an ex-professional skateboarder, surfer and member of the 1970s California skategroup, the Z-Boys.

A self-taught filmmaker, Peralta has directed ads for Burger King and Budweiser, and has won awards at the Sundance Film Festival for his 2001 feature 'Dogtown and Z-Boys'.

The soft drink, owned by GlaxoSmithKline, unveiled the new tagline last summer as part of a promotion, 'Win an amazing adventure', when, at the same time, it sponsored 'Big Brother 10'.

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