DAVID reviews

20 April 2017

Lucozade Sport: Forward-thinking since 1989.

by Andrew MacGregor


Lucozade Sport: “Anthony Joshua” - 90s

With boxing fans eagerly anticipating Anthony Joshua’s bout against Wladimir Klitschko, Lucozade Sport present this gritty ad charting the former’s rise to prominence.

An urgent sequence charts Joshua’s early years. We see a young man always running… sometimes with the wrong crowd. These transgressions don’t keep him off-track for long, however. Soon, bricks and mortar give way to Olympic medals and world titles.

‘Kettering’ by The Antlers amplifies the ad’s reverent tone. Rather than finish on a victory pose, the ad concludes with a tender reminder that talent can only take you so far - it’s about who’s in your corner.

Joshua has become a choice pick for advertisers, including Lynx and StubHub. Lucozade Sport believe the boxer’s story can drive others on, and the isotonic drink’s ‘Made to Move’ mantra takes on more gravitas thanks to Christopher Hewitt’s composed treatment.


Creative Agency: Grey London Ⓦ
ECD: Dominic Goldman
Creative: Dominic Goldman
Account Director: Sophie Gosper
Account Manager: Hayley Shepherd
Business Team: Sarah Jones
Head of TV: Jacqueline Dobrin
Ass't Prod (Agency): Leah Stolerman
Film Production: Smuggler
Director: Christopher Hewitt
Producer: Adam Evans
Executive Producer: Fergus Brown / Emma Butterworth
Cinematography: Mattias Rudh
Stylist: Emma Lamp
Make-Up: Natasha Lawes
Editor: Dan Sherwood / Dan Sherwen @ Final Cut
VFX: Louise Unwin @ MPC
VFX Shoot S'visor: Bruno Fukumothi
Colourist: Houmam Abdallah @ MPC
Sound Design: Jack Sedgwick @ Wave
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