You can't call people giants: Lucozade puts a PC spin on 'David and Goliath'
Harold Einstein directs fresh take on the Bible story via Grey London
Editor's Pick
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.
Credits
- Date
- Apr 23, 2018
- Brand :
- Lucozade
- Client :
- Lucozade
- Agency :
- Grey-London
- Marketing and Business Development Director :
- Jon Evans
- Head of Marketing :
- Steven Hind
- Senior Brand Manager :
- Kay Bartlett
- Creative Director :
- Caroline Pay
- Copywriter :
- Jay Marlow
- Copywriter :
- Rob Greaves
- Art Director :
- Henrik Ridderheim
- Art Director :
- Sam Daly
- Agency Producer :
- Thea Evely
- Agency Assistant Producer :
- Leah Stolerman
- Creative Producer :
- Duncan Collins
- Account Team :
- Geraldine Gaillemin
- Account Team :
- Oscar Flintoft
- Account Team :
- Sebastian Van Driel
- Head of Planning :
- Lilian Sor
- Planning Director :
- Natasha Sales
- Media Team :
- Tom Mills
- Media Team :
- Holly Jerreat
- Production Company :
- Outsider
- Director :
- Harold Einstein
- Editor :
- Paul Watts
- Executive Producer :
- Richard Packer
- Producer :
- Eric Liney
- Producer :
- Jeremy Bannister
- Edit Company :
- The Quarry
- Director, Photography :
- Danny Cohen
- Post Production Company :
- The Mill
- Producer :
- Rose van der Bom
- Executive Producer :
- Ian Berry
- Audio Post Production :
- Sam Ashwell
- Audio Post Production Company :
- 750MPH
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