Creativity

Lucozade Revisits Its 'Tomb Raider' Partnership With a Comedic Movie Tie-In

Brand Previously Collaborated With Lara Croft Character in the '90s

By Alexandra Jardine. Published on Feb 26, 2018

Editor's Pick

U.K. energy drink Lucozade Energy is partnering with the new "Tomb Raider" movie, with an ad in that gives a humorous voiceover to scenes from the film, starring Alicia Vikander as the video-game heroine Lara Croft.

The spot, by Grey London, gives an "epic movie" style voiceover to the action, but with a comedic tone as the narrator describes the likes of "really massive gargantuan jumps,""obstacle courses with big spikey things" and more. Aidan Gibbons directs via The Mill+. The tagline is "Energy beats everything."

The Lucozade brand previously teamed up with the Tomb Raider franchise for animated ads in the '90s in the heyday of the video game, starring the animated version of Lara Croft.

Steven Hind, Head of Marketing at Lucozade Energy says in a statement: "Our previous association with Tomb Raider adds extra power and resonance to our action-packed new campaign, which sees two heritage brands unite, in a thoroughly contemporary and dynamic way, to prove they're still as popular as ever."

Caroline Pay, Co-CCO at Grey London, adds: "The Tomb Raider partnership is a brilliant way for Lucozade to reach out and entertain a new audience. Coming off the back of 'Wonder Woman' last year, the public appetite for strong, bold and genre-busting women characters shows no sign of slowing down."

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Credits

Date
Feb 26, 2018
Agency:
Grey London
Client:
Lucozade
Marketing and Business Development Director:
Jon Evans
Head of Marketing:
Steven Hind
Marketing:
Kay Bartlett
Senior Brand Manager:
Kay Bartlett
Assistant Brand Manager:
Bridget Hirst
Co-Chief Creative Officer:
Caroline Pay
Creative Director:
Jay Marlow
Creative Director:
Henrik Ridderheim
Copywriter:
Rob Greaves
Art Director:
Sam Daly
Agency Producer:
Thea Evely
Agency Assistant Producer:
Leah Stolerman
Creative Producer:
Duncan Collins
Account Team:
Geraldine Gaillemin
Account Team:
Oscar Flintoft
Account Team:
Sebastian Van Driel
Head of Planning:
Lilian Sor
Planning Director:
Natasha Sales
Media Business Director:
Tom Mills
Production Company:
The Mill
Director:
Aidan Gibbons
Editor:
Matthew Newman
Edit Company:
Town Productions
Producer:
Dougal Meese
Producer:
Rosalien Van Der Bom
Director, Photography:
Tim Spence
Post Production:
The Mill
Audio Post Production:
Munzie Thind
Audio Post Production:
Grand Central Recording Studios

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