LARA CROFT, adventurer and archaeologist, flees through an underground cav-ern from a pack of pursuing dogs, only to find her way blocked by a chasm. Cornered, she reaches over her shoulder into her back- pack, retrieves an orange bottle, and drinks its contents. Revitalised, she gives the dogs the slip and sprints to safety.
So runs the latest British television commercial for Lucozade, a soft drink. Ms Croft,
the energetic computer-generated heroine of the “Tomb Raider” games, was the obvious
Lara uplifted
person to star in it. But if a character from a computer game can appear in an advertisement, what about the other way around? Why not put ads in computer games?
THE ECONOMIST JULY 24TH 1999
We can deduce from the passage that it might be a good idea to