We're all Mod for it
PETER YORK ON ADS; No 232: LUCOZADE
Sunday 28 June 1998
The research has been assiduous, the locations are good, the clothes are good (only an expert will know if the multiple headlamped scooters are just right, but they look OK to me). But best of all, the casting looks good. These Mods are small, with small faces; slightly runty post-war working-class kids from those quadrangled Peabody-type estates. One conspicuously carries a BOAC flight bag, a precursor of today's branded T-shirts (Ralph, Hugo, Tommy).
It involves an establishing shot of 1960s traffic, the exterior of one of those grim brick blocks, and the scooter gang all swarming into the inner yard to enlist their friend for the Brighton run. He dresses quickly and emerges in a blue-green shiny mohair-mix Italian-cut tonic suit, swigging Lucozade as he walks down the stone stairs, with flash-forwards to the gang on the Brighton Road. And there's a nice little bit of byplay about his mum - an early Wendy Richard type with a raven dye job - offering him some embarrassing home-made sandwiches.
As they roar away through the railway arches - "Dirty Old Town", "Waterloo Sunset", etc - the Lucozade bottle is overlaid upon a red-white-and blue graphic with an arrow, straight off the early material of The Who. And there are some whooping and overtaking scenes that I'm pretty sure do come from Quadrophenia. But I wonder whether today's young person is quite as appreciative of all this period detail as today's early-middle- aged bloke, and therefore, what particular value this ad adds to Lucozade.
TV Jungle security stepped up after murder and 'suspicious death' near to camp
Jeff Fletcher found fame in 1990s
'At times I thought he was me'film
Review: One Direction, Fourmusic
Review: The World of Ice and Firebooks
Arts & Ents blogs
- 1 I'm A Celebrity 2014: Jungle security stepped up after murder and 'suspicious death' near to camp
- 2 To help fuel their propaganda machine against the poor, our government has now decided to redefine the word 'welfare'
- 3 Jeremy Hunt: 'I took my children to A&E because I didn't want to wait for GP appointment'
- 4 Girl, 7, gets Tesco to remove 'stupid' sign suggesting superheroes are 'for boys'
- 5 This letter from a reader explains why women can’t play football
I'm A Celebrity 2014: Jungle security stepped up after murder and 'suspicious death' near to camp
Zoella: YouTube sensation Zoe Sugg's debut novel set to become bestseller
Nightclubbing with Richard Young: The story behind his latest book of celebrity photographs
Naked free runner captured in breathtaking photographs above London's streets
Marilyn Manson denies involvement in shocking Lana Del Rey rape video
Rochester by-election: Ukip gains second MP as Tory defector Mark Reckless holds seat
'Beast of Bolsover' Dennis Skinner takes Ukip MP Mark Reckless to task moments after he is sworn in
Ukip says babies born to immigrants in the UK should be classed as migrants – which would include Nigel Farage’s own children
Rochester by-election: Labour MP Emily Thornberry resigns after posting white van and England flags tweet
The young are the new poor: Sharp increase in number of under-25s living in poverty, while over-65s are better off than ever
Tamir Rice: 12-year-old boy playing with fake gun dies after being shot by Ohio police