Lucozade : Water Feature

Energy Drink Powers the Everyman Through Big Challenges in South African Campaign

Published On
Jul 21, 2015

Editor's Pick

Lucozade's latest campaign from South Africa shows how the energy drink can sustain you through some of the stressful, but ridiculous scenarios of modern life -- and help you emerge a hero.

Three hilarious ads out of Ogilvy Johannesburg and directed by Dean Blumberg of Bouffant depict people's daily struggles as epic battles, with the help of over-the-top voiceovers and stirring music: a mother tries every means possible to remove bubblegum stuck in her daughter's hair so that "she will not look like a boy!" A man grits his teeth through more than three hours of his struggling friend's performance art production and another guy installs a water feature in his garden -- to prove to his wife (and father-in-law) that he is, indeed, a handy man.

The idea of making the everyman a hero is reminiscent of Budweiser's celebrated "Real Men of Genius" campaign honoring folks such as Mr. Footlong Hotdog Inventor.