Lucozade 'I believe' advert

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- The theme of this advert is scientific - Fact-check, computer programme, footballer stats (irrelevant and small)
-Famous footballer (Garth bale) which will attract his fans - you can be like him
-Trying to appeal to sports people (mainly men)
-Direct address- serious facial expression- strong and masculine
-He looks sheen (sweaty)- been putting in the energy Lucozade is supposed to give you
-"scientifically proven" bragging/showing off that it is a good energy drink which triggers your brain to make it technical- but what is scientifically proven?
-'YES' simple and positive trigger to make you think its scientific.

 Representation/media language

  • Colour scheme is bold- eye catching and brand matched. Even eyes of the footballer appears enchanted, brighter blue, possibly also reflecting a mechanical 'terminator' on endurance.
  • Anchor text 'in a different league' has connotations to football and is bold, using the left hand side.
  • Framing of image representing a computer screen? Technological advancement and cutting edge technology- not just a sugary drink!
  • 'YES' explanation with strong positive connections despite not actually connecting with anything. Underlines the can do attitude of the product.
  • Adverbial phrase 'scientifically proven' is unclear but reenforces positive connections and trust in the product
  • Product place- bottom right- rule of thirds. Eye catching location and strong brand representation
  • Perspiration (sweat)- effort, desire. This product matches your ambitions.
  • Direct mode of address from iconic and successful sportsman. younger audience, masculine and challenging gaze. Steely determination.
  • Profile info- scientific: shows impressive stats. Aspirational but cutting edge reflecting computer data imperial.
Context
  • Lucozade is an embedded, historical, but originally British brand (1927)
  • Owned by a multi-national conglomerate- Glaxosmithkline, sold to global Japanese manufacturer and distributer Junotry in 2013 just after the campaign
  • Famous for rebranding product- 60s and 70s - a drink that would help cure sickness but in 80s transformed into a sports drink
  • I believe campaign was part of a £4 million campaign across digital and press platforms to position Lucozade again as a sports drink that helps performance 
  • Footballers Garath Bale and Alex Oxlade Chamberlain used as a poster boys/brand ambassadors- aspirational male star marketing 
  • 1985 advert- high impact doing something using Gold medal athlete Daley Thompson
  • Banned by ASA- broke cap (committee of advertising practice) codes. Controversy and hype many have virally aided the later campiaign
  • I believe - makes intertextual references to iconic Nike ' just do it' imperative command streamline- aspirational and self affirming   
  • I believe strapline uses factual information:hydrates and fuels you better than water- ASA complaints
  • Timings crucial- Gareth Bale at the time linked with a move to glamorous club, Real Madrid
  • One ad (not set product) linked with problems associated with health claims (ASA ban)

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