Energy Beats Everything. That’s a very nice mantra for Lucozade Energy to have, putting it in the realm of everyday life. It’s by Grey London and it punctuates a partnership with the new Tomb Raider film, due to be released by Warner Brothers in March (which is another brilliant asset for Lucozade to have, is it not?)

It’s also a clever partnership, recognising a whole audience sector – women – that doesn’t always get the spotlight in energy drink ads. This is not the first time that the energy drink brand has hooked up with Lara Croft. In 1999, the video game version of Lara Croft starred in a Lucozade commercial.

Caroline Pay, co-chief creative officer at Grey London, commented, “The Tomb Raider partnership is a brilliant way for Lucozade to reach out and entertain a new audience. Coming off the back of Wonder Woman last year, the public appetite for strong, bold and genre-busting women characters shows no sign of slowing down.”

This time Grey has reimagined the movie trailer, taking scenes from the film (which stars Alicia Vikander as Lara Croft), giving it a friendly, witty edge. An epic movie voiceover narrates the action, showing all of Lara Croft’s thrills and spills, but with the engaging element of humour added.

https://youtu.be/97s6RL7W7og

The campaign, which broke on February 26, marks a return to TV screens for Lucozade Energy after a hiatus of two years. TVC is supported by out-of-home, in-store, digital and social.

Steven Hind, head of marketing at Lucozade Energy, commented, “Lara Croft and the new Tomb Raider film are fantastic partners for Lucozade Energy because they are the perfect expression of the Energy Beats Everything attitude. Our previous association with Tomb Raider adds extra power and resonance to our action-packed new campaign, which sees two heritage brands unite, in a thoroughly contemporary and dynamic way, to prove they’re still as popular as ever.”

Credits:       

Creative agency: Grey London

Co-Chief Creative Officer: Caroline Pay

Creative Directors: Jay Marlow & Henrik Ridderheim

Copywriter: Rob Greaves

Art director: Sam Daly

Agency Producer: Thea Evely

Agency Assistant Producer: Leah Stolerman

Creative producer: Duncan Collins

Account team: Geraldine Gaillemin, Oscar Flintoft, Sebastian Van Driel

Head of Planning: Lilian Sor

Planning Director: Natasha Sales

Media agency: MediaCom

Media Business Director: Tom Mills

Production company: The Mill+

Director: Aidan Gibbons

Editor: Matthew Newman (Town Productions)

Producers: Dougal Meese & Rosalien Van Der Bom

DOP: Tim Spence

Post-production: The Mill+

Audio post-production: Munzie Thind @ Grand Central Recording Studios

Client: Lucozade Energy

Marketing & Business Development Director, LRS: Jon Evans

Head of Marketing: Steven Hind

Senior Brand Manager: Kay Bartlett

Assistant Brand Manager: Bridget Hirst