U.K. energy drink Lucozade Energy is partnering with the new "Tomb Raider" movie, with an ad in that gives a humorous voiceover to scenes from the film, starring Alicia Vikander as the video-game heroine Lara Croft.
The spot, by Grey London, gives an "epic movie" style voiceover to the action, but with a comedic tone as the narrator describes the likes of "really massive gargantuan jumps,""obstacle courses with big spikey things" and more. Aidan Gibbons directs via The Mill+. The tagline is "Energy beats everything."
The Lucozade brand previously teamed up with the Tomb Raider franchise for animated ads in the '90s in the heyday of the video game, starring the animated version of Lara Croft.
Steven Hind, Head of Marketing at Lucozade Energy says in a statement: "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."
Caroline Pay, Co-CCO at Grey London, adds: "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."