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

Published On
Apr 23, 2018

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.

About

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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Project Type
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