LUCOZADE

We wanted to bring back Johnny Barnes kicking a Lucozade bottle into a bin but the client had other ideas...

They wanted to show sporting performance.
They wanted to talk about everyday 'driven winners'.
They wanted to give the product a role and prove it hydrates and fuels you better than water. (A claim that got their last ad banned.)

Oh and a couple of weeks into production they told us they wanted to feature five world class athletes in the same spot as the amateurs.

Here's what we came up with.