Energy drinks are often aimed at getting people to do more, and more, and more. They seem to miss that there are normal everyday events that require energy to get through, or excel in. Lucozade is there to help you overcome those tricky and tiring moments, those “give-me-strength” moments. We created a radio campaign to symbolize the energizing effect of Lucozade in day-to-day scenarios.

[MUSIC]

SFX: [ATMOS] NIGHT

MVO: It’s just gone past midnight on the very night your son told you he has a science project due tomorrow. Oh, he’s spent three weeks ignoring the deadline and now tomorrow he needs to walk into class with something resembling a hydro-electric power plant.

And so you sit here on the cold concrete garage floor, hands drenched in wallpaper glue and strips of newspaper stuck to the underside of your hair. As globules of plaster-of-paris ooze into your trousers, you’re relieved that it’s almost all over. But as you test it...

SFX: LIQUID FLOWING

MVO: - the whole water pump sort of destroys your whole sort of science project.

And you may not be a hydro-electric plant expert but you do know that it definitely does NOT look like the gloopy mush before you here now. No. No! You are not that kind of mom. You will not let this go.

SFX: HAIRDRYER

MVO: You get that hairdryer, you get that Lucozade, you get some energy and you get innovative. So MOULD FORTH! Because Brad’s mom will not be laughing at this science project!