Lucozade Lara (1999)

The Croft Times

Lara will be the star of yet another TV commercial, this time for the Lucozade soft drink. The campaign, that already started in Australia, will start in the united Kingdom this week and will include several other forms including poster ads and in-store promotions. If anyone manages to capture the commercial, please let us know! Here's the official press release:

LUCOZADE ENERGY SIGNS UP THE MILLENNIUM HEROINE - LARA CROFT

Lucozade Energy, the UK's Number One energy drink, and Eidos Interactive, the UK's largest software publisher, announce an exclusive deal with the world's greatest cyberstar - Lara Croft.

Heroine of the internationally acclaimed computer game series, Tomb Raider, and variously described as one of the most influential characters of the twentieth century, Lara Croft has become an icon for a generation. Now signed up for her first major UK appearance in a TV advertisement, Lara takes the leading role in Lucozade Energy's exciting new campaign.

Constantly faced with gripping challenges, Lara's action-packed lifestyle means she needs energy fast. Formulated to be the body's preferred source of fuel, with glucose syrup and new added B vitamins, Lucozade Energy is perfect to satisfy her demanding everyday energy needs, and made her the Number One choice to star in the new advertising.

Agile and determinedly individual, Lara Croft is a perfect fit for Lucozade Energy. Her smart, dynamic, positive attitude, as well as her undeniable "female magnetism", will ensure she has maximum appeal among Lucozade Energy's target audience.

The contract includes a range of activities that will see the animated character endorsing the brand through TV and poster advertising, in-store promotional activity and public relations.

Peter Harding, Category Director for the Lucozade brand commented, "We are moving into an exciting new era with Lucozade Energy and the association with Lara Croft is the perfect way to take the brand forward. With her undeniable appeal, she symbolises a character and image that our consumers will appreciate."

Jeremy Heath-Smith, Managing Director for Core Design Limited, creators of Lara Croft, added, "The Lucozade Energy brand is a great match for Lara's lifestyle and targets the age-range of the majority of her fans. We're delighted to be working with Lucozade Energy for this new campaign."

The contract with Eidos is part of a £25 million advertising and promotions investment by SmithKline Beecham taking the entire Lucozade portfolio into the next Millennium.

Woof, Woof! Lara uncovered!

26 May, 2000

On May 1st 2000 Super-sonic cyber babe, Lara Croft, was revealed as never before in an action packed new Lucozade Energy multi-media campaign. The ad gives a one-off "behind the scenes" insight into Lara's world and features a unique combination of fast moving animation and real-life film.

Following on from Lara's last screen adventure the latest ad opens to a vision of our unstoppable heroine swinging through the jungle, hotly pursued by a tattooed, chainsaw wielding brute. Suddenly the unthinkable happens! Lara takes a tumble and lies face to chainsaw with the monstrous man-mountain and his foaming canines.

Just as the chainsaw reaches Lara's throat the animation stops and the words "GAME PAUSED" run across the screen. The ad then cuts to a real life living room and to a bloke behind the controls. He puts the joypad down and leaves the room for a loo break.

The ad cuts back to the TV screen giving the viewer a one-off "behind the scenes" insight into Lara's world. Lara and the brute relax, take a deep breath and settle down together for a quick rest, friendly chat and an energising Lucozade Energy drink.

Suddenly, the man returns to the living room also re-fuelling with a refreshing Lucozade Energy drink, and continues with the game. The brute commands his now loveable hounds "Spartacus" and "Boris" to resume the snarling position, and once again gives chase to the refreshed and re-energised Lara Croft.

The ad's unique combination of animation and real life film demonstrates that everyone and anyone, super heroes and super game players alike can look to Lucozade Energy for a refreshingly fast energy solution.

Fiona Labram, Lucozade's Marketing Manager commented, "The Lucozade Energy/ Lara Croft partnership has proved to be a winning formula and our new ad campaign will take this to another dimension. We've used exciting production techniques to demonstrate that Lucozade Energy is a fast energy solution to Lara's high action life in a format that has maximum appeal to our target audience."

Created by Ogilvy, the campaign is part of an overall £9.3 million advertising package by SmithKline Beecham for the Lucozade drinks portfolio. The initial TV launch will be further supported by a heavy-weight, nation-wide, outdoor campaign breaking on 15th May 2000. Running across the summer the campaign includes a series of 48 sheet, 6 sheet and bus T side executions.