Lucozade Sport ad track hits number one chart spot

Lucozade Sport Lite: Louder by DJ Fresh featured in the brand's LA skater ad
Lucozade Sport Lite: Louder by DJ Fresh featured in the brand's LA skater ad

'Louder' by DJ Fresh, the track used in this year's Lucozade Sport Lite ad, has entered the UK charts at number one this week.

The single, which has been produced through a partnership between Lucozade Sport Lite and the Ministry of Sound, sold 140,000 copies after receiving the most iTune pre-orders for any single.

The track is used in the brand’s ad campaign, 'Yes', created by Grey London, which features LA skaters and first aired in May. The film is directed by Ben Newman through Pulse Films.

The ad is the second instalment of Lucozade’s music-led ads under the 'Yes' umbrella.

The 'Yes' campaign launched at the end of March, featuring Tinie Tempah and Blink 182 drummer, Travis Barker.

The third ad in the series is currently being filmed on location, featuring a British band that has yet to be confirmed.

Suzy Smith, marketing director at Lucozade, said: "There have been number-one singles from adverts before, but by simultaneously producing the ad, the music promo and the track together with Ministry of Sound, we created a campaign that engaged with the public on a number of levels across three months, resulting in the hit single of the summer." 

The LA skater ad will be aired again this week to support the release of DJ Fresh’s single.

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