Lucozade's campaign consists of three separate ads produced by Johannesburg based Produce Sound. In each ad, a boisterous unnamed announcer provides pep talk to someone in need of perking up. Scenarios included being at an Enrique Iglesias concert, a children's party, and a conference call at work. Solid writing aside, the backing track consisting of sounds representative of each situation contribute to the strength of the spots.
The work took the Grand Prix in the radio category at Cannes this year. For more details read the story on adage.com
For more Cannes work highlights, tune into Creativity's "The Best of Cannes."