An animated version of Bruce Lee has taken centrestage in a new
television commercial that aims to promote SmithKline Beecham's Lucozade
in Hong Kong and southern China.
Created by Ogilvy & Mather, the commercial features a very realistic Lee
in his legendary martial arts setting.
Lee is seen in a Kung Fu training session, kicking sand bags and
practising his 'two-section cudgel' skills.
Lee's presence reinforces the brand promise of "glucose energy" as he
demonstrates how Lucozade is the energy drink which revitalises.
Despite being an animated reproduction of the real thing, the icon
represents energy and is very much a demonstrator of the brand
benefit.
The TVC is the first stage of a new campaign for Lucozade in Hong Kong,
which launched at the end of May.
This stage builds the association between the Kung Fu star and the
product.
Stage two rolls out in July and this will have the full story, showing
how only Lucozade can revitalise the body after a punishing workout.
The television campaign is supported by outdoor, which aims to capture
consumers at main points of consumption.
The team behind the work are: Vincent Ho (creative director), Ng Fan
(Associate creative director), Lam Man Tat (art director) and Keith Lo
(copywriter).
