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LUCOZADE
'GET THE ENERGY EDGE'
Working
directly with Ogilvy and Mather Dublin,
Animal Logic's director's cut for
the Irish market turns the original
Lucozade spot on its head. Being a
spoof, the commercial relies heavily
on concepts from the award winning
original 'Lara Goes to the Dogs',
directed by Bruce Hunt.
"The
joke works through the audience having
a familiarity with the first" says
Animal Logic's Bruce Carter, who directed
the latest version. "Even the title
of 'director's cut' is a joke."
Created
for a core market of 18-24 year olds,
this is the fourth commercial in which
Animal Logic has animated Lara Croft.
It not only extends the life of the
Lucozade campaign but adds dimension
to the Lara Croft character. Says
Animal Logic producer Melinda Jones:
"When we created the first Lucozade
commercial, Lara Croft had already
become a computer icon.
"She
was a no-nonsense, high energy character
who could always extricate herself
from tricky situations. As the series
continued, her more 'human' qualities
came through. It was important for
us to remain true to the original
spot but by this time it was clear
that Lara had to be outgunned!"
Because
the 'hero' is this time one of the
dogs, Lara was not the only one needing
detailed characterisation in this
new version. While the pack charges
ahead, the dog needed the nous to
stay back and wait to plan his attack.
The animation of this cunning canine
was a significant character building
exercise in 3D.
Lucozade,
of course, remains the ultimate star
of the commercial. Having launched
7th May, 2001, the campaign cleverly
pre-empts the June 15 release of the
Tomb Raider film (with Angelina Jolie
looking every inch like the sexy cyberstar).
It's
a forward thinking spin for the 'Positive
Energy' campaign. And, according to
agency producer Eugene Bent, the feedback
to the latest campaign has been -
well - "extremely positive!"
Copyright
© 2006 Animal Logic
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