Heavyweight boxing champion Anthony Joshua fronts an unusually tongue-in-cheek multi-platform campaign by sports nutrition brand Bulk Powders.
To kick-off the New Year and leverage the resolutions-based January health craze, the sports nutrition company’s creative avoids the standard serious, po-faced tone of so much fitness marketing for a tongue-in-cheek approach.
The campaign, developed by Droga 5 London, is spearheaded by a TV ad called ‘Dominate Life 2018’.
The spot’s narrative sees a used-car salesman worrying to himself about a deal as he notices the muscular build of the customer on the other side of his desk.
The salesman begins making assumptions about his capabilities, before realising too late that the voiceover isn’t his inner monologue, but what he is actually saying out loud.
The campaigned was developed with agency creatives Ed Redgrave, Dave Wigglesworth, Frazer Price and Teddy Souter, and the TVC was directed by Aaron Stoller via Biscuit Filmworks.
The television work is supported by an additional, parallel set of online assets including further Joshua fronted video comic clips across the brand’s digital and social channels – such as the unlikely sounding ‘How To Dominate Gardening’.
Lots of things I want to dominate this year. One thing's gardening @BulkPowders #BULKPOWDERS #DOMINATELIFE pic.twitter.com/GDPtvrAjKb
— Anthony Joshua (@anthonyfjoshua) January 8, 2018
A social spot series that also features some of the brand’s other athlete ambassadors such as Team GB Tom Daly.
Comment:
This tongue-in-cheek creative tone aims to cut through the clutter of January health, fitness and sports nutrition campaigns.
The light-hearted tone combined with the power backed backing of Joshua could well do the job.
It’ll probably need to as TV advertising and global sports superstar endorsement deals don’t come cheap.
The 2018 content follows on the footsteps of more traditional Joshua-fronted creative from the brand in late 2017.
Links:
Bulk Powders
https://www.bulkpowders.co.uk/
https://www.facebook.com/BulkPowders/
https://twitter.com/BulkPowders
Droga5 London
