An effortlessly cool Hula hooper is the star of Lucozade's new brand push

Campaign from Adam&Eve/DDB channeling 'positive energy' is backed by £10m U.K. spend

Published On
Apr 12, 2021

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Are we entering a new era of nostalgia for '70s outdoor games? First of all Apple reminded us how fun it was to do the double dutch in its latest AirPods Pro ad. Now U.K. energy beverage Lucozade, one of the country's most longstanding sports drinks, has released a new campaign from Adam&Eve/DDB featuring an effortlessly cool hula hooper.

The TV, social and digital spot, by Adam&Eve/DDB, sees the protagonist throw his bottle of Lucozade into a recycling bin before hula-hooping his way around his suburban neighborhood to Ini Kamoze’s iconic "Here Comes The Hotstepper." Even the local dogs join in. 

Directed by Max Weiland at Somesuch, the ad is part of a new campaign for the Suntory-owned brand backed by a £10m investment. It features the tagline "It's On" and channels a theme of positive energy. There's an environmental angle too, and the spot features Lucozade Energy’s new transparent bottle sleeves that enables complete bottle-to-bottle recycling for the first time for the brand.

“Lucozade’s new campaign brings the energy of the brand under one simple idea: It's On," said Martin Beverley, chief strategy officer at Adam&Eve/DDB, in a statement. "Our new hot-stepping, hula-hooping hero is the embodiment of Lucozade’s positive energy."


Apr 12, 2021
Client :
Agency :
Adam & Eve/DDB
Marketing Director :
Hannah Norbury
Head of Marketing :
Zoe Trimble
Senior Brand Manager :
Amie Farrell
Assistant Brand Manager :
Tanya Jumabhoy
Senior Insights Manager :
Cary Johnson
Chief Creative Officer :
Rick Brim
Creative Director :
Selma Ahmed
Creative Director :
Genevieve Gransden
Agency Producer :
Kate Taylor
Agency Producer :
Nicola Applegate
Agency Producer :
Clio McLeary
Chief Strategy Officer :
Martin Beverley
Planner :
Sian Iles
Planner :
Will Grundy
Project Manager :
Abi Robinson
Social Director :
Rebecca Wilson
Joint CEO :
Tammy Einav
Managing Partner :
Charlotte Wolfenden
Account Director :
Rosie Snowball
Account Director :
Sam Perez
Account Manager :
Annabel Thomson
Account Manager :
Clive Olamiju
Director :
Max Weiland
Production Company :
Executive Producer :
Emory Ruegg
Producer :
Ellie Fry
Ruben Dechamps
Editing Company :
Editor :
Fouad Gaber
Post Production :
Time Based Arts
Post Production :
Cain & Abel
Post Producer :
Chris Aliano
Lead Flame Artist :
Adam Fenwick
Lead CG Artist :
David Loh
Music Supervisor :
Tom Stanford
Music Supervisor :
Soundtrack name and composer :
Here comes the Hotstepper
Composer :
Ini Kamoze
Audio Post Production :
Factory Studios
Sound Design :
Anthony Moore
Sound Design :
Josh Campbell
Photographer :
Stephanie Sian Smith
Designer :
Olly Watts
Stills Production Company :
Stills Production Company :
Cain & Abel
Stills post and design :
Dan Jackson
Stills post and design :
Charlie Townsend
Stills post and design :
Olly Watts
Moving post and design :
Tom Lockwood
Moving post and design :
James Ireland
Repro and Supply :
Jonny Young
Repro and Supply :
Tony Hutton
Media Agency :
Business Director :
Alison Palmer-Quinn
Associate Director :
Sinéad Teasdale
Planning Manager :
Sophia Smith
Planner :
Alex Gilbert
Strategy Director :
Holly Jerreat
Strategy Director :
Nuria McGlinchey

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