Lucozade: Made to Move - Anthony Joshua

Lucozade and Valenstein & Fatt (the temporary new name of Grey London) have created a 90-second biopic of boxer Anthony Joshua in the lead-up to his bout with Wladimir Klitschko for the IBF World Heavyweight title.

Part of the brand's Made to Move series of videos, this ad is directed by Christopher Hewitt of Smuggler. In it, we get a very running-centric run-through of Joshua's life, from birth through to problems with the law and onto his salvation via boxing, with all the major players in his life playing themselves, including Joshua's mum Yeta, the cousin who introduced him to boxing and Joshua himself.

“Anthony’s story takes the Made to Move platform we created with Lucozade Sport to an entirely new level, taking us on an extremely personal journey with one of the greatest boxers alive today – if not the greatest" said V&F CEO Leo Rayman of the new commercial, which debuts digitally before launching on TV on the run-up to the fight of April 29th.

Click here to see more great work from Valenstein & Fatt.