Details

32 mins, 2000

How computer game heroine Lara Croft became the star of the Lucozade TV advert.

Lucozade began life as a drink for sick people, but marketers hope Lara Croft will help change its image. The video follows the process of making the advert, from the brief to final production.

A specialist media agency plans out where it will be aired. Buying a space in the commercial break during Coronation Street gets Lucozade 20% to 30% of all 16-34 year olds in one shot. The ad makes great play of it being an energy drink, but how good is it for your health?