Grey London, Mill+ Team On Lucozade Tie-In With "Tomb Raider" Movie


Robert Goldrich
Thursday, Mar. 1, 2018


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Lucozade Energy is partnering with the new Tomb Raider film, released by Warner Brothers in March, for a bold campaign featuring action from the movie.

Created by Grey London, the campaign introduces the agency’s new “Energy Beats Everything” creative idea for the brand, highlighting that having the right energy can help you overcome any situation. 

The campaign reunites Lucozade Energy with the Tomb Raider franchise almost 20 years since the video game version of Lara Croft first starred in a 1999 commercial for the energy drink.

In the new TV ad directed by Aidan Gibbons of The Mill+, Grey reinterprets the movie trailer, taking scenes from the film, which stars Alicia Vikander as Lara Croft, and giving them a fresh new spin. An epic movie voiceover narrates the action, showing all of Lara Croft’s thrills and spills, but adding some unexpected comedy to the adrenaline-fueled ride.

The campaign marks a return to TV screens for Lucozade Energy after a break of two years. 


Client Lucozade Energy Agency Grey London Caroline Pay, co-chief creative officer; Jay Marlow, Henrik Ridderheim, creative directors; Rob Greaves, copywriter; Sam Daly, art director; Thea Evely, producer; Leah Stolerman, assistant producer; Duncan Collins, creative producer. Production The Mill+ Aidan Gibbons, director; Tim Spence, DP; Dougal Meese, Rosalien Van Der Bom, producer. Postproduction The Mill+ Editorial Town Productions Matthew Newman, editor. Audio Post Grand Central Recording Studios Munzie Thind, mixer.

Category of ScreenWork: 


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