Lucozade Sport rolls out this spot, “Statue,” which is designed to broaden the appeal of the sports drink by changing consumer perceptions that the product is only suitable for elite athletes or high intensity exercisers.
Created by adam&eveDDB in London, the :30 opens on a woman out enjoying a park run with a bottle of Lucozade Sport. During her drink break, a nearby park statue becomes inspired by the woman’s movement and springs to life after a sneaky sip of Lucozade Sport. The statue goes on to enjoy a variety of exercises from a local football match to a HIIT class and lifting weights.
In a joint statement, adam&eveDDB sr. creatives Ben Robinson and Mike Whiteside shared, “Every body is made to move, whether you’re an athlete, a non-athlete or an inanimate statue made of stone.” They added that bringing “Statue” to life was “as much fun as it looks on the screen.”
Charlotte Haddy of adam&eveDDB directed the commercial, with VFX from Black Kite Studios.
Credits
Client Lucozade Sport Agency adam&eveDDB, London Mike Whiteside, Ben Robinson, sr. creative; Andy McAnaney, Christian Sewell, creative directors; Rick Brim, chief creative officer; Jack Bayley, head of production; Nikki Cramphorn, Carrie Moores, lead producers; Tristan Baker, producer; Charlotte Haddy, commercial director. Editorial Stitch Ben Corfield, editor. VFX/Postproduction Black Kite Studios Richard Feron, colorist; Paul Wilmot, VFX supervisor, 2D lead; Basabendu Sarkar, Ben East, Guy Frutiger, Jack Stone, Judy Roberts ad Venu Prasath, 2D artists; James Hansell, 3D lead; Daniel Kmet, James Brown, 3D animation; Greg Martin, Jim Cullen, Pawel Luszczak, Sam Howell, Sandra Guarda, Tahir Palali and Vicky McIntyre, 3D artists. Sound 750mph Sam Ashwell, sound designer; Lucas Trigg, sound engineer; Olivia Ray, producer
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
