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4 August 2015

Go with the flow

by Jason Stone

Lucozade: “Flow” - 60s

Grey London demonstrates again that they're an agency bristling with confidence by broadcasting a sensational piece of work for Lucozade. The film is built on the conceit that the advertised drink gives people what it takes to keep going no matter what the circumstances.

But, cleverly, they've moved this notion away from the sporting arena and into everyday life. You don't need to be an elite athlete pursuing a PB in the marathon to take advantage of Lucozade's energy-giving properties... you can be a dog barber; a kebab maker; or an office wonk.

That said, the best gag in this comes when a man on a treadmill makes the fatal mistake of trying to gawp at the backside of a passing woman. It's rare to see an act of open lecherousness in an ad these days and DAVID reckons there must have been several committee meetings about the wisdom of depicting a Lucozade drinker in this fashion... but they definitely made the right decision. The physical comedy is worthy of Buster Keaton... and the leering fellow gets his comeuppance. Just fantastic.

Director Nathan Price handles the material with a deftness that makes the office-bound catch appear as magical as the car travelling on two wheels. It's a really super piece of work.

Creative Agency: Grey London Ⓟ Ⓦ
Creative Director: Darren Wright
Creative: Theo Bayani / Miguel Gonzalez
Managing Partner: Eleni Sarla
Account Director: Sarah Jones
Planner: Holly Clancey / Matt Tanter
Agency Producer: Emma Fasson
Creative Production: Freya Thompson
Film Production: Park Pictures Ⓟ Ⓦ
Director: Nathan Price Ⓟ Ⓦ
Producer: Ben Croker
Production M'ger: Katy Smith
Executive Producer: Stephen Brierley
Cinematographer: Justin Brown
Editor: Paul Hardcastle
Post Production: MPC Ⓟ Ⓦ
Sound Designer: Jack Sedgwick @ Wave Ⓟ Ⓦ
Music Supervision: Adelphoi Ⓟ Ⓦ

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.