Was relaxing in front of the TV the other night this ad came on:
While it was playing I found myself thinking that it had to be for one the big sports brands, it seemed to fit with that kind of style - young, athletic people coming together at some event, skateboarders, super slo-mo footage, all set to a 'banging' urban tune - and the epic proportion designed to make you believe there's nothing quite so important in life as wearing the latest Adidas training top and matching runners.
Then a big bottle of Lucozade appeared on the screen and my thoughts shifted to something more like 'what the f*ck?' I thought their last ad featuring that drummer from Blink 182, some UK rapper I've never heard of and a completely terrifying female boxer was over the top enough, but this one cranked it up an extra notch.
To me it all just smacks of a brand trying a little too hard to be cool. The way I look at it, if you have to try that hard then you're probably not.
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