Grey London, Lucozade Want You to ‘Find Your Flow’

By Erik Oster Comment

Grey London launched a new campaign for U.K. energy drink brand Lucozade with the 60-second spot “Find Your Flow.”

The ad positions the product as helping individuals sync into their daily rhythm, breaking from the brand’s perception as a hangover remedy and making it seem like a casual part of an everyday routine. To illustrate the concept, Grey London uses style and humor. Lucozade helps a librarian casually throw books into shelves behind her with perfect accuracy, a foodtruck worker serve up kebab with speed and efficiency and a woman fix a tire while driving. In one of the more humorous moments, a guy at the gym falls off the treadmill when an attractive woman walks by and instantly breaks into a round of pushups to play off the gaffe. It’s an entertaining, visually interesting approach perfectly fitting the new “Find Your Flow” strapline and brand positioning and likely one of the most unique ads for an energy drink you’ll ever see. The broadcast spot is supported by OOH ads around London communicating messages likeĀ “Commute like a hot knife through butter.”

“You can have good days when you feel on form, then you can have bad days when you don’t, the difference is energy,” Grey creative director Darren Wright explained to Adweek. “And that’s what ‘Find Your Flow’ is all about. It’s about having the energy to get on with your everyday, to find your rhythm, to hit your stride.”

Credits:

Project name: Find Your Flow
Client: Lesley Stonier, Marketing Manager, LRS
Agency: Grey London
Creative Director: Darren Wright
Creatives: Alex Tizard & Jonathan Rands (OOH) / Theo Bayani & Miguel Gonzalez (TV),/ Howard Green (radio)
Account Director: Sarah Jones
Agency producer: Emma Fasson
Creative producer: Freya Thompson
Planner: Holly Clancey
Media agency: Mediacom
Production company: Park Pictures
Director: Nathan Price
Editor: Paul Hardcastle
Producer: Ben Croker
Illustrator: Crispin Finn
Designer: George Goldsack
DoP: Justin Brown
Postproduction: MPC
Soundtrack composer: Zeben Jameson, Finn Vine
Audio postproduction: Wave – Jack
Executive Producer: Jackie Kelman Bisbee
Executive Producer: Stephen Brierley

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