Lucozade Sport 'evolution' by M&C Saatchi

Tony Kaye has directed a high-octane new TV spot for Lucozade, promoting the evolution of both the brand and sporting events over time.

The ad, created by M&C Saatchi, opens on shots of Tour de France cyclists as they reach the finish line. Using composite shots from different eras, the viewer sees a number of championship cyclists from years such as 1923, 1964 and up to the present day, racing against one another.