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

SFX: AUDIENCE CHEER

MVO: They said you wouldn't make it this far. They said you’d be out of here in the first three songs. But here you are, 92 minutes and 44 seconds into an Enrique concert all for Susan Rautenbauch. So you planned the perfect date for two, yeah? Got the pricey limo, filled it with roses and got front row VIP tickets.

Bad idea! Cos now you’re stuck here, watching her watching him gyrate his well-oiled, far-too-flexible torso. You've fake danced, fake smiled, faked the lyrics as if you knew every song, with particular emphasis on “Ti Amo”. And now, finally he’s off the stage … it’s all over … time to leave … but you know what? The oestrogen-riddled audience will croon back that THEY. WANT. MORE.

AUDIENCE: WE WANT MORE! WE WANT MORE!

MVO: And he’ll be back on stage for another set, grapple with that. Now your knees begin buckle from your rhythmless Latino imitation dancing. But you did NOT come this far NOT to get a kiss from Susan. So you get yourself some go. You get yourself some Lucozade … and you get back in there.