Lucozade 'millilitres' by M&C Saatchi

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."