After their epic Grand Prix win at Cannes Lions 2014 for their offbeat radio ads for energy drink Lucozade, Ogilvy and Mather Johannesburg have released a series of follow-up ads in the same unconventional style but different mediums. While competitor brands have traditionally focused on providing consumers the energy they need to perform during exercise or sport, O&M Johannesburg changed the game by focussing on a whole new target audience – everyday people. These four TV spots were directed by Dean Blumberg at Bouffant who describe the campaign as a no holds barred execution combined with bold visuals and a powerful concept. The concept is derived from those everyday moments that can be utterly exhausting: enduring a friend’s new-found passion for performance art, getting bubblegum out of your daughter’s hair, and the inevitable frustrations that come with technology and well-intentioned DIY.
The creative team at Ogilvy told us, “In radio we found that part of the enjoyment was that people could immerse themselves in the moment and be in the scene playing out. We were worried that people would see the lead character in the TV and not be able to put themselves in the scene or imagine it happening to them.”
“Dean from Bouffant had a great solution, to show emotion but not the full person. That way we relate to the problem and not to the person in the problem. In that way we shot oblique angles and macro close ups to tell the story. A very brave client allowed Lucozade to be so entrenched in the story that they even forewent the traditional end logo treatment, trusting consumers to recognise a Lucozade story instead of a story with a Lucozade ending logo.”
An additional digital execution comes at one of the more frustrating moments of modern day living: waiting for a file to upload on a slow internet connection. The creative team cleverly created an audio clip embedded on a WeTransfer page; while the user is busy uploading a large file, the audio encourages them to not give up on the task at hand.
In the print work, the team used the everyday language of Instagram-style hashtags to tell stories about exhausting everyday moments and how Lucozade got them through it. The radio campaign brought home a gold and two bronze Lions at Cannes in June.
Advertising Agency: Ogilvy & Mather Johannesburg, South Africa
Chief Creative Officers: Chris Gotz, Pete Case
Executive Creative Director: Mariana O’Kelly, Neo Mashigo
Creative Director: Peter Little, Molefi Thulo
Art Director: Tammy Retter
Copywriter: David Krueger, Molefi Thulo
Director: Dean Blumberg
Production House: Bouffant
Executive Producer: Peter Carr
Producer: Chanelle Critchfield, Sanra Broekman, Sarah Davidson
Agency Producer: Juliet Curtis
DOP: Clive Saake
Post Production: Jean Du Plessis at Blade
Art Director/Production Design: Harry Webster
Editor: Tessa Ford
Audio: Louis Enslin at Produce