Lucozade Sport starts 2023 by calling for the UK to get moving and start the new year by being active through a campaign led by a TV commercial called ‘Statues: It’s On’.
The sports drink campaign seeks to broaden its appeal and boost buying amongst amateur athletes and everyday exercisers by changing consumer perception that the drink is only for elite athletes and high intensity fitness fanatics.
Created by agency adam&eveDDB, the hero 30-second spot dropped digitally on 26 December and debuted on national television a day later.
The ad opens with a woman out on a park run with a bottle of Lucozade Sport. As she takes a brief drinks break, the statue in the park is inspired by her and springs to life after a sneaky sip of her Lucozade Sport. The stone figure then carries out a variety of everyday exercises: from a football kickabout, to a HIIT class and lifting weights.
The message urges viewers to ‘Get moving with Lucozade Sport, It’s On. Lucozade Sport is an isotonic sports drink specifically formulated to help unlock your body’s potential during sports and exercise. It contains carbohydrates and electrolytes to enhance hydration and help maintain performance during prolonged endurance exercise.’
“Many people will be setting themselves new fitness targets for 2023. Whether that’s just starting out on their journey or pushing themselves to the next level, we wanted to create an uplifting advert that helps energise people to unlock their potential,” outlined Lucozade Sport Head Of Marketing Tom Bell.
adam&eveDDB Senior Creative Ben Robinson and Mike Whiteside added: “Everybody is made to move, whether you’re an athlete, a non-athlete or an inanimate statue made of stone. Those are just facts.”
Others who played a key role in bringing the statue and the campaign to life include Rich Hall, Riff Raff, Black Kite Studios and garage legends Architechs.
Comment
This New Year marketing push follows on from the brand’s England national team linked ‘The Very Unofficial England-ish Football Supporters Jumper’ campaign leveraging Euro 2022, as well as its work leveraging the brand’s Lionesses tie-up like its ‘Three Lions Anthem’ rewrite from 2019.
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