TVC: Lucozade Energy – Find Your Flow
By Malay Desai From: UK by Grey Digital A new campaign for energy drink Lucozade talks of finding one’s rhythm and keeping it. Its film shows regular workers such as a window-cleaner, a librarian, a kebab shop chef etc. doing their tasks with super-fast moves, all shot in slow-motion. These also include impossible things such as fixing a tyre of a moving car and making books fly. On social media, the brand put up candid videos of people doing seemingly impossible stuff with ease such as sorting letters, speed-parking and throwing slices in a toaster. In its OOH campaign, the brand speaks to commuters, asking them to grab the drink and find their flow. Why we like ? If I asked you to list energy drinks five years ago, you’d have only mentioned the one that gives you wings. Now, there are half-a-dozen more. In the UK, the clutter occurred much earlier and with a young TA that’s definitely as much into playing sports as we are into ‘watching’ cricket, Lucozade’s message had to be sharp and catchy. ‘Flow – the unmistakable feeling of unstoppable’, the film begins, the copy getting more powerful as it rolls out. If the agency had followed conventions and ‘safe idea lists’, it could have gone with fast-paced visuals of rivers, cheetahs, sprinters… even stuff like trains and ballet dancers. But Lucozade, first manufactured in 1927 by a Newcastle chemist for the sick and now a prized brand of a Japanese holding company, couldn’t go the ‘wings’ or any other been-there way. The heroes of the film are common folks who achieve flow, a rhythm in their day. They are workers with uninteresting lives – a librarian, a window cleaner et al, but they are made to do superhuman things, thanks to the secret potion. The 60-second film progressively goes from ‘regular exciting’ to ‘wow’ and ‘WTF’ and thanks to a thumping background score and a misplaced yet recall-worthy voiceover, makes an impact. Perhaps the ‘serious’ tone balances the otherwise whacked out idea. It must have weighed in from market research, but there are two commuters in the film, and the OOH campaign too presses upon the ‘on the go’ touch point. In an urban market with hushed routines and tiny attention spans, this targeting works. The defining factor for the ‘flow’ message to have flown is the retro, dual coloured theme of the campaign. With yellow-and-red as primary and other combinations to supplement, the design is simple and eye-catching. I had loved Frooti’s New York agency for similar work in the brand’s revamp in March; this is at par. Back in Mumbai, I hear of an ‘Enerzal’, another energy drink waiting to compete with Red Bull, Monster, Cloud 9 and Urzza. Here’s hoping they find their flow. (To watch this commercial, enter ‘bit.ly/ViewTubeAug24’ in your browser or to check out the agency’s OOH campaign, search for ‘greyldn’ on Instagram) Social Newsfeed YOUR REGULAR DOSE ON THE SHIFTS IN THE SOCIAL MEDIA UNIVERSE Frooti scores on Rakhi Parle Agro’s Mango Frooti has been living a colourful life ever since getting an impressive design revamp from their NY-based agency. Now among the dozens of brands that clamoured for attention around Raksha Bandhan, i.e. yesterday, our mango drink was the coolest, I thought. #SuperSiblings, a small campaign launched just last Thursday, asked people to tell the brand of their sibling’s superpower and the team reverted with a pretty cool custom illustration featuring their bhaiya or behna. Of course, most of these were Tweeters with large followings but that’s not the point. The short, sweet and cleverly themed campaign cut through much noise and that too, for a product that’s got no resonance with rakhis! SRK likes this Tinder’s meltdown may have been a plug I had been out fishing the whole of last month but in case you missed one of August’s biggest social media gossips, it was dating app Tinder’s 30-tweet meltdown that occurred after a Vanity Fair writer wrote about it negatively. Retorting to the feature that painted a dark picture of young dating, Tinder took to tweeting not once, but went on a long rant defending its product and insisting that ‘Generation Tinder’ was real. ‘Talk to our many users in China and North Korea..’ ‘..where Facebook is banned,’ was one of the interesting insights. While one theory is it may have been a stunt, I believe it was great to know how the app’s made a huge impact on dating methods worldwide. Gay people like this The web TV space is getting crowded Admission – this writer has been late to the party in watching The Viral Fever’s web drama ‘Pitchers’, but has found the content pretty riveting. The web content space, that has evolved from 2-3 minute AIB and TVF ‘funnies’ to longer ‘shorts’ and web films is buzzing now, with the entry of new players. Next week, MSM’s video-on-demand service Sony LIV launched its web-exclusive show Love Bytes. We even told you of Eros, that has already begun production on three original shows, and so has Delhi content farm ScoopWhoop. Not to forget, bigger players such as Hotstar are already in the fray, willing to invest in original content. Why am I so intrigued? Because none of the above will use YouTube as their primary medium! TVF Pitchers likes this
Tags : e4m