O&M highlights energy boost in Lucozade ads

Ogilvy & Mather has created a new campaign for Lucozade Energy that attempts to convey the infectious energy generated by drinking it.

The two-month TV, cinema and outdoor drive, which breaks this week, aims to show how Lucozade drinkers have a positive approach to life that helps them to make things happen.

The campaign introduces the new endline: "Move it."

"Amoeba", the first 30-second ad in the series, is set in a laboratory, where a row of black-and-white animated technicians are staring wearily into microscopes.

When one of the technicians accidentally turns the "on" dial on his radio rather than the focus on the microscope lens, the amoebae underneath turn orange and begin to dance around.

Soon the whole lab is joining in. An animated Lucozade bottle is revealed as the power behind the radio with the endline: "Move it."

"Bird", which will appear in cinemas from the end of October, features men in a post room who are similarly brought to life by the power of Lucozade.

A ten-second spot entitled "monkey" will also break later this month.

Supporting bus sides and poster ads break next week. They are made up of images that show how Lucozade provides an extra boost of energy. One version, for example, pictures an animated man whose body and legs are split in two by an orange flash.

The target audience for the campaign is predominantly 18- to 30-year-old men. The TV element will run on satellite and terrestrial channels round programmes such as The OC and The Simpsons.

"Amoeba" was written and art directed by Dale Winton and Hamish Pinell, while Alun Howell and Casey Grady were the creative team behind "bird" and "monkey".

Media planning and buying is handled by MediaCom.

O&M's executive creative director, Malcolm Poynton, said: "This campaign takes a fresh approach that plays out exactly what Lucozade is - full of energy.

"It takes Lucozade to a much broader audience than ever through the variety of 30- and ten-second ads, cinema, plus the forthcoming music release and viral campaign."