Lucozade Sport 'evolution' by M&C Saatchi

3.0 3 Votes

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.

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Released: 05 May 2009

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Lucozade Sport – Evolution

Chris Rodi

To portray Lucozade Sport as pushing sporting performance forward with innovation

Creative Director
Graham Fink

Copy Writer
Joe Miller / Tristan Cornelius

Art Director
Joe Miller / Tristan Cornelius

Anna Donaghey

National TV, online and press

Media agency 

Media Planner    
Barry Ferguson

Media spend
£2 Million

Production company
Supply & Demand (LA)

Bruce McKelvie

Tony Kaye

Editor and editing company   
Pete Goddard @ Poppy Films

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