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
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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