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Lucozade – Statue

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Lucozade Sport has released a new campaign which aims to alter consumer perception that the product is only suitable for elite athletes or high intensity exercisers. 

Created by adam&eveDDB London and directed by Rich Hall through Riff Raff, the 30-second spot, called Statue, sees a woman out enjoying a park run with a bottle of Lucozade Sport. While taking a drink break, the woman places her bottle next to the park statue which proceeds to take a sneaky sip of the drink, which then sees it spring to life and get active [courtesy of Black Kite Studios], taking part in a local football match, joining a HIIT class and lifting weights.

“Every body is made to move, whether you’re an athlete, a non-athlete or an inanimate statue made of stone," said Ben Robinson and Mike Whiteside, Senior Creatives at adam&eveDDB. "Those are just facts. Bringing Statue to life with Rich Hall, Riff Raff, Black Kite Studios and garage legends Architechs was as much fun as it looks on the screen."

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