Ogilvy & Mather reunite Lucozade and Lara Croft

Ogilvy & Mather has created a multimedia campaign for Lucozade Energy featuring cyber sex-symbol Lara Croft. The campaign is part of a £9.3m spend by SmithKline Beecham on its Lucozade brand.

Ogilvy & Mather has created a multimedia campaign for Lucozade Energy featuring cyber sex-symbol Lara Croft. The campaign is part of a &£9.3m spend by SmithKline Beecham on its Lucozade brand. A television ad for the energy drink will break on May 1. Media is through MediaCom TMB. The commercial shows Tomb Raider character Lara Croft being chased through a jungle. Just as she is about to be caught, the game pauses and she drinks a bottle of Lucozade Energy and escapes the clutches of her pursuer. The execution will be backed by an outdoor campaign, including ads on London buses. Lucozade marketing manager Fiona Labram says: ‘The partnership has proved to be a winning formula, and the new campaign takes it to another dimension.’

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