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."