Lucozade: YES.

I'm really liking the direction that Lucozade are heading in, it's new and away from the obvious sport route, appreciating that every walk of life needs some energy. First came the combination of Tinie Tempah and Travis Barker and now it's time for skateboarder Kilian Martin (remember him?), along with a lot of beautiful people at Venice Beach. The ad also features the latest track from DJ Fresh (see tomorrow's Music Monday for the full track). I'm not sure if it's the right choice for the ad, but there's certainly a lovely, yet energetic and intense, summer vibe to this ad, perfect for the Lite Lime Lucozade drink. Hopefully there's more to come from the campaign and well done to Lucozade, they're definitely positioning their brand in the 'cool' bracket.

Travis Barker X Tinie Tempah X Lucozade

I didn't see this one coming.



British rapper Tinie Tempah and Blink 182 super-drummer Travis Barker team up to produce a song and video for Lucozade Sport. And it's good. Really good in fact. The song showcases both the talents to their best and the video has some serious execution and cinematography behind it. The only thing I don't like is the "YES" at the end, it doesn't make sense. And as good as it all is, it just doesn't make sense, it's Lucozade Sport, neither of the stars are sportsmen, sure there's some boxing in the video, but it's like they got the two, came up with a cool song and video and then just stuck a picture of the bottle at the end. Shame, but it's still a decent ad.