Energy drinks are aimed at getting people to do more, to do something spectacular. They seem to miss that there are normal everyday events that require energy to get through, to excel at. Lucozade is there to help you get through those tricky and tiring moments, those “give-me-strength” moments. These radio advertisements symbolize the energising effect of Lucozade.

SFX: EMOTIONAL/INSPIRATIONAL MUSIC BUILDS THROUGHOUT

MVO: It’s 11pm, Jo’burg time. You've come so far in this teleconference meeting. You've pushed out every ounce of presentation breath, eked out every last drop of enthusiasm, presented unto seven people in six countries, and it suddenly dawns on you that the call was dropped ages ago… maybe somewhere around slide four hundred and fifty seven.

And so for the second time today you thrust out one more hour of pitching and parry through points and punch lines. And now… you've just hit the Thank You slide, and Sanjay from Malaysia; the only one who matters and has signing off power; dials in and says, “Hey guys, what did I miss?”

Now you got a problem. I’ll tell you what you going to do. You’re going to scroll back to slide one! And you are going to do the presentation, again!

SFX: APPLAUSE

MVO: With LUCOZADE! With Energy!