Lucozade Pays Tribute to Boxer Anthony Joshua Ahead of His Big Fight

Spot Will Run Directly Before Bout Against Klitschko on April 29

Published On
Apr 19, 2017

Editor's Pick

Ahead of his much-anticipated fight against Wladimir Klitschko for the IBF World Heavyweight title on April 29, Lucozade pays tribute to British boxer Anthony Joshua in an emotive 90 second spot depicting scenes from his life.

The film, which forms part of the sports beverage's ongoing "Made to Move" campaign, is directed by Christopher Hewitt at Smuggler for Grey London. It depicts Joshua's story as he progresses from childhood in Watford, toddling with his mother, to child sports prodigy, then petty criminal, then bricklayer and then finally to boxing and Olympic glory. It ends with Joshua sitting once again with his mother, and the tagline "Nobody moves forward by standing still."

As well as starring Joshua himself, whom the agency spent several days interviewing, the film features his mother Yeta, with whom he still lives, and his cousin Benga Ilyemi, who first introduced him to boxing.

The spot breaks online before debuting on TV on April 24, and will air intensively in the build up to the fight. This will include slots around the weigh-in and press conference, as well as is being the final ad to air directly before the bout at London's Wembley Stadium.


Apr 19, 2017
Brand :
Lucozade Sport
Client :
Lucozade Sport
Agency :
Head of Marketing :
Steven Hind
Senior Brand Manager :
Kay Bartlett
Executive Creative Director :
Dominic Goldman
Creative :
Dominic Goldman
Business Director :
Sarah Jones
Account Director :
Sophie Gosper
Account Manager :
Hayley Shepherd
Head of Production :
Jacqueline Dobrin
Producer Assistant :
Leah Stolerman
Managing Planning Partner :
Matt Springate
Planning Director :
John Jones
Production Company :
Director :
Christopher Hewitt
Editor :
Dan Sherwood
Producer :
Adam Evans
Executive Producer :
Emma Butterworth
Executive Producer :
Fergus Brown
Director, Photography :
Mattias Rudh
Visual Effects :
Visual Effects Supervisor :
Bruno Fukumothi
Visual Effects Producer :
Louise Unwin
Grade :
Colorist :
Audio Post Production :
Jack Sedgwick
Exposure :
Exposure :
Exposure :

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