Sports & energy drinks 

Filmed in a stylish, stop-start way that delivers its sport-focused message perfectly, the ad sets out to illustrate how the isotonic drink helps hydrate and fuel during endurance exercise compared with water. It closes with the seemingly outrageous claim ‘Better than Water’ and appears to have had a positive impact: Lucozade sales have performed well in the past year.

See the full list of The Grocer’s Top Campaigns of 2013.