John Owen chooses Ogilvy & Mather’s launch press ads for Lucozade
Solstis. ’Maybe I’m a bit thick, but I didn’t get this at first. Ads
that make you participate in them in order to understand them are a
wonderful branding device, particularly when the reward is a clever
little gag that makes you smile. Why don’t more press ads do this?’
Written by Simon Veksner, art directed by Nick Allsop with photography
by Dean Chalkley through Seven.