SmithKline Beecham, the consumer healthcare company, is using computer games heroine Lara Croft to promote its Lucozade Energy soft drink, as part of a 25m advertising campaign.
The gun-toting, curvaceous Croft has become a household name thanks to the popularity of the computer game series Tomb Raider, developed by entertainment software manufacturer Eidos Interactive.
The TV ads, which will run for three months from May 1, were created by advertising agency Ogilvy & Mather, with media buying by MediaCom. It is the first time
Lara Croft has appeared in a UK TV commercial.
The ads will feature an animated Lara Croft drinking Lucozade Energy and will be supported by poster advertising and in-store promotions.
SB says the character is ideally suited to its Lucozade Energy brand, as her action-packed lifestyle means she needs energy quickly – a key brand selling point.
Footballer Alan Shearer will continue to endorse SB’s Lucozade Sport.