A quirky new U.K. spot for fitness supplement Bulk Powders imagines a used car salesman finding himself so intimidated by a customer's ripped physique that he can't play his usual mind games.
The ad, by Droga5 London, sees the salesman sweating and anxious as he wonders how much the guy works out, and wondering how he's going to close his deal. All the while we hear his angsty inner dialogue, but it turns out he's really been speaking his fears out loud. The spot also features heavyweight boxing champion Anthony Joshua in a cameo role at the end, with the tagline: "That's how you dominate life."
David Kolbusz, chief creative officer at Droga5 London, comments in a statement: "As we all know full well, life is a competition. In this fight to thrive we've found an ally in Bulk Powders, which exist to help us win, whatever the challenge."
The work will run for eight weeks on U.K. TV.