The drive aims to reposition the GlaxoSmithKline brand as a drink that can provide a mental boost.
In one execution, "DJ", the viewer encounters "the concentration", a manic orange creature that creates havoc. The hairy little monster breaks free from under its owner's baseball cap as his attention starts to wander.
The concentration proceeds to run amok in the club. It only climbs back under the DJ's cap once he has quenched his thirst with Lucozade Energy.
A voiceover says: "Stop your concentration from wandering. Keep it happy with Lucozade."
A ten-second version of the ad shows the concentration apparently displaying telekinetic powers after having consumed a bottle of the drink.
O&M's executive creative director, Malcolm Poynton, said: "Lucozade has had some strong icons in the past and we think we've created one that can serve it in its repositioning as well as Daley Thompson and Lara Croft did."
The campaign was jointly written and art directed by Sue Higgs and Vicky Maguire and directed by Jim Hosking through Partizan.
Media planning and buying is through MediaCom.
The 30-second execution breaks this week with the ten-second version due to run on 13 October. Both ads will run on terrestrial channels for one month.
