Energy drinks are often aimed at getting people to do more and more and more. They seem to gloss over those everyday events we might require additional energy to get through. Ogilvy & Mather Johannesburg created a radio campaign for Lucozade based entirely on overcoming those exhausting moments. Written as inspirational speeches and backed by epic motivational music, the three ads symbolise the energising effect of Lucozade in ordinary scenarios like particularly taxing teleconference meetings, debilitating children's birthday parties and miscalculated-dates-cum-Enrique-encores.
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