Lucozade puts a modern, politically correct spin on "David and Goliath" in the energy drink's latest U.K. commercial from Grey London.
The TV spot, part of it ongoing "Energy Beats Everything" campaign, is billed as the "prequel" to the well-known Bible story. It shows David waking up after a night out only to be told that he picked a fight with Goliath. "The giant?" he asks. "You can't call people giants," David's friend warns. "It's what got you into trouble in the first place." Goliath then arrives at his door, announced as a "very angry gentleman" by his manservant. David reaches for the Lucozade, before grandly calling for his spear--and being told it's broken so he'll have to use a slingshot.
While the idea of David fighting Goliath after a bottle of Lucozade may seem kind of obvious, it's the comedic performances (expertly directed by Harold Einstein of Outsider) that give this spot lift-off.
The campaign also includes outdoor ads showing David standing victorious on the defeated giant, slingshot in one hand and a bottle of Lucozade Energy in the other. The poster was hand-painted in oils by husband and wife team Boris Vallejo and Julie Bell, who are well known for their work in the fantasy genre.