Ogilvy & Mather is evoking the spirit of the cult film,
Quadrophenia, in its latest pounds 4 million campaign for the main
Lucozade Energy brand.
The spot captures 60s nostalgia in a radical creative departure for the
Past films have been set in the present day but the new work is intended
to plug into Lucozade’s heritage while reminding consumers that the
famous brand is not just a sports drink.
The film opens on a group of Mods gathering on a council estate before
riding to Brighton on a bank holiday trip. Realising that one of their
group is missing, they call up to one of the flats to ask whether Jimmy
Jimmy eventually appears on the balcony looking ropey after a heavy
At first, it seems unlikely that he will be going anywhere. However, he
reappears looking fresh-faced and full of energy.
As he gets on his bike and joins the others, the reason for his new
lease of life becomes evident - a bottle of Lucozade. The action takes
place against the classic 60s soundtrack of Louis Louie by the
The ad was written by Justin Hooper, art directed by Christian Cotterill
and directed by Vaughan Arnell at Godman. It will run nationally from 1
June in 60- and 30-second versions, with media buying through
Anthea Willey, O&M’s account director on the business, said: ’This ad
draws on Lucozade’s heritage because everyone has strong associations
with the brand stretching back to their childhoods.’ the commercial was
a continuation of the 1996 strategy based around the agency’s ’Full
circle’ ad. It positioned the drink as an everyday energy boost rather
than just a sport’s drink.
She added: ’People think the main brand has been pursuing a sporting
strategy but that’s not the case. We’ve been exploring the everyday
energy strategy for some time. This ad draws on Lucozade’s heritage
because everyone has very strong associations with the brand stretching
back to their childhoods.’