Lucozade 'millilitres' by M&C Saatchi

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M&C Saatchi has signed the football star Michael Owen for its latest TV ad for Lucozade. The £2.1m spot illustrates how the drink can increase a sports star's chances of winning. Just weeks after the end of the Commonwealth Games, the thirty-second spot shows three high energy sports; rowing, football and running. As the competitors in each discipline reach their goal, a bottle of Lucozade flashes up on the screen. As this happens the voiceover says: "There's a fine line between winning and losing. Sometimes its just few millimetres."

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Released: 05 April 2006

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Project name
Angela Eves, group brand manager sport/hydro, Lucozade
To realistically portray the narrow margin that Lucozade Sport can give you in your sport
Creative agency
M&C Saatchi
Tom Drew
Art director
Uche Ezugwu
Jacqueline Biggs
Media agency
Media spend
Production company
Serious Pictures
Ivan Bird
David Webb at Final Cut
The Mill
Audio post-production
Soho Studios
National TV stations, national press, specialist magazines, specialist online

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