Grey lands its punches with new Anthony Joshua campaign for Lucozade Sport

Sports drinks are under fire as is just about everything else that comes in a can or plastic bottle these days so Lucozade Sport, now owned by Suntory, is trying to position itself on the side of the angels by supporting B Active, a joint initiative with Active Communities Network (ACN).

To wit agency Grey has made a docu-ad featuring heavyweight champ Anthony Joshua and 19 year-old Michael Kuku, a volunteer coach with ACN who has ambitions to be a professional coach. Joshua takes him under his wing, including a few rounds of sparring which might make you wince. It’s called ‘Made to Move.’

Lucozade Sport head of marketing Lucy Grogut says: “Anthony Joshua truly embodies the essence of our Made to Move campaign and has become a driving force in helping us to inspire people to move more. We hope that this film will help illustrate the many benefits of taking part in sport and physical activity, as we aim to exceed our target of getting one million people moving more.”

Grey London deputy ECD Jimmy Blom says: “This long-form film is a first for Lucozade Sport and has allowed us to take Anthony Joshua’s partnership with the brand to an even deeper level. The chemistry between AJ and Michael shows how inspiring partnerships can help us all move, and is the perfect way to raise awareness of B Active.”

The undeniably personable Joshua’s next outing is against Alexander Povetkin at Wembley on September 22. Lucozade Sports’ fingers will be crossed expecting Joshua to win, as will Unilever’s for whom Joshua is fronting its new Lynx Brotherhood.

Just when you’ve found a wholesome sports star…no don’t go there.

MAA creative scale: 8.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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