Advert 1 - Powerade
This advert features three professional athletes; Jessica Ennis - Heptathlon, David Davies - Swimming and Richard Whitehead - Paralympian 200m and marathon. Having professional athletes promote a sporting product is a great way to sell the product to the consumer. If someone see's a professional athlete is drinking powerade, they will want to try it themselves. It also shows that the athletes must think it improves their overall performance and essentially they are recommending the product to everyone else.
Throughout the video four words appear on screen; "Preparation", "Determination", Perspiration" and "Hydration", which all end with 'ION4'. This continuously reminds the viewer about the product, as 'ION4' is associated with the powerade drink.
Towards the end of the advert we see that powerade is the official sponsor of the GB team in the Olympic games. Again this shows the involvement powerade has with professional athletes and sporting events, having people believe they achieve their sporting goals with the help of drinking powerade.
Advert 2 - Gatorade
Compared to the other 2 adverts this is the shortest and the most subtle. Non diegetic sound is played throughout the video simply filming a man's face jogging in a black and white setting.
It's clear that gatorade wanted to be simplistic as possible when it came to creating the advert. The advert clearly shows the product at the end of the clip and states exactly what it does. To end the video a clever slogan is used - "When you give everything, Gatorade gives it back", again this is a simple, yet effective slogan for the product.
Advert 3 - Lucozade
Out of the three adverts, this one is extremely different in the style choice and the way the product is shown. Rather than showing an athlete taking part in exercise or a competitive sport, a group of young people are shown having fun roller-skating and skateboarding. Studies do show that people from the ages of 15 and above are the biggest consumer of energy drinks, so this may be way Lucozade opted for this design choice.
Throughout the video, the song 'Louder, by DJ Fresh' is played, this song was then later released soon after the advert was aired. The song made it to number 1 in the UK top 40 music chart, which suggests that this advert boosted sales dramatically. Increasingly adverts are using newly released songs to promote their products, which results in great success for the artist or band. Recent examples are 'Twinings Tea' using 'Charlene Soraia's' cover of 'Wherever You Will Go', and the Christmas 'John Lewis' advert using 'Slow Moving Millie's' cover of 'Please, Please, Please, Let Me Get What I Want'.
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