The energy drink market is saturated with brands offering consumers energy to perform at their peak for sports pursuits. The challenge was how do we increase sales and our consumer base?

The entire scene is very dramatic, filled with epic shots. We never fully see our hero, but just hint at his emotional state.

SFX: Rousing half time speech emotional music underneath with background ambient sounds

It’s the middle of the night and we just make out the slanted face of something resembling the face of a cement statue.

We cut to a man sitting forlorn and broken.

MVO: So it’s been twelve hours since you told your wife you’d install the water feature yourself.

We see the same man earlier on in the day now, unveiling the water feature statue with excitement and pride.

MVO: Like hell you’re going to pay for some guy to dig a hole in your own backyard.

Cut back to the distraught man in the night.

MVO: But things went wrong. Rocks happened.

Back to the man earlier in the day as he struggles to install the water feature. He drags soil around and attempts to make two pipes go together that very clearly don’t.

MVO: Apparently digging holes isn’t as easy as the movies make it look. Apparently pipes have a certain way they need to go and apparently water features don’t have instruction manuals.

We see the remains of a long day’s unsuccessful work, untouched food and a broken man dealing with the facts of failure.

MVO: Now it’s nearing midnight… you’ve made a pile of soil and rocks you’ve nowhere to put, the dog next door still yaps every time you curse.

Silhouetted wife looks through the window at an uncomfortable and desperate husband surveying his destruction.

MVO: And no you will not come inside and come to bed.

We see the cement lady and the evidence of trenches dug and pipes buried.

MVO: Making sure the statue of the topless lady with a jar is more or less level, you hit the go switch and realise... the pipes to the pump, the pump you just buried, they need to be swopped.

The man, head in hands, considers what his next steps of action are going to be.

Our hero, filled with guts and determination drinks his Lucozade and with renewed energy he dives back into the attack another time to battle it out with the water feature.

MVO: Everything in you is saying to leave it and do this thing tomorrow. In fact so is your wife. But this is NOT how it ends. You drink some Lucozade, fill up with energy, for tonight you will prove to your wife that her daddy is wrong about you! That you are a Handy…Man!

The campaign exceeded all expectations resulting in 23% growth, or 14.4million bottle sold.