Lucozade Sport Lite pictures LA skaters

Lucozade Sport, the sports drink brand, is continuing its 'Yes' campaign by Grey London, with a new ad highlighting its Lite variant.

The ad is directed by Ben Newman and features ‘Louder’, a new track from Ministry of Sound’s DJ Fresh, set to be released later this month.

The ad shows the skating scene in LA, starting with roller skaters and skateboarders travelling to a skate park, where they perform impressive tricks in front of an audience.

The ad broke this weekend and is the second in the brand’s music led ads under the ‘Yes’ umbrella.

Lucozade’s ‘Yes’ campaign launched at the end of March, featuring grime artist Tinie Tempah and Blink 182 drummer Travis Barker.

Suzy Smith, marketing director, Lucozade, GSK, said: "After our first 'Yes' film with Tinie Tempah and Travis Barker, we wanted to again do something which was music-led, unique and innovative, and yet conveyed the brand’s values to inspire people to go out, do something active, and enjoy the lighter side of sport.

"Sport can be defined in many ways and we believe that the Lite ad embraces the positive feeling of being active and fit."

Lucozade started using music to target younger consumers in its marketing activity in March, featuring a Spotify promotion across its Energy brand.

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free