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Lucozade “Anthony Joshua” 2018

Lucozade “Anthony Joshua” (2018) is a Lucozade commercial directed by Christopher Hewitt for Grey, produced by Smuggler. It won 7 awards, including Cannes Lions 2017 Film Craft Silver, Ciclope 2017 Gold Brand Content / Short Form Editing and Clio 2017 Bronze — Film Technique (Cinematography) / Cinematography.

A boxing coach recounts how Anthony Joshua broke his hand, emphasizing that setbacks shouldn't deter one from pursuing their goals.

Video: Lucozade Sport on YouTube

Shot by shot

  1. A close-up shot shows a white man's hands wrapping a black hand wrap around a Black man's wrist in a dimly lit boxing gym.© Lucozade0:01
  2. A boxing coach with fair skin wraps the hand of a boxer with dark skin, preparing him for a fight in a dimly lit gym.© Lucozade0:02
  3. A boxing coach wraps the hand of a boxer in a dimly lit boxing gym, preparing him for training.© Lucozade0:03
  4. A young Black man with a fade haircut and beard, wearing a black t-shirt, looks down in a boxing ring, appearing to be in deep thought.© Lucozade0:06
  5. A young Anthony Joshua, wearing a red boxing uniform and a medal, poses with a group of men and boys in a boxing ring.© Lucozade0:07
  6. A framed black and white photo of a young, shirtless male boxer with a cut on his nose, looking surprised, hangs on a white brick wall.© Lucozade0:09
  7. A black and white framed photo of a young male boxer with his arms raised in victory, wearing boxing gloves and a championship belt, hangs on a white brick wall.© Lucozade0:10
  8. A male boxer in a blue shirt and black gloves trains with a partner holding pads in a boxing gym.© Lucozade0:13
  9. A male boxer in a blue shirt trains with a coach, punching pads in a dimly lit boxing gym with a bright light flare.© Lucozade0:13
  10. A male boxer in a blue shirt is seen from a low angle, training with a punching bag in a gym.© Lucozade0:16
  11. A male boxer in a blue shirt trains with a coach in a boxing ring, throwing punches at mitts in a gym.© Lucozade0:17
  12. Two male boxers, one wearing a blue t-shirt and boxing gloves, punches pads held by another man in a boxing gym.© Lucozade0:18

Stills © Lucozade. Made by Grey, Smuggler and Christopher Hewitt.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Coach's broken hand by Anthony Joshua as a metaphor for overcoming obstacles.

mentor's wisdomflashback to youthovercoming adversityinspirational sports storycelebrity endorsement

The cut

Length
20 s
Shots
24
Average shot
0.8 s

What creatives use Lucozade “Anthony Joshua” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Lucozade “Anthony Joshua”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A close-up shot shows a white man's hands wrapping a black hand wrap around a Black man's wrist in a dimly lit boxing gym.© LucozadeA boxing coach with fair skin wraps the hand of a boxer with dark skin, preparing him for a fight in a dimly lit gym.© LucozadeA boxing coach wraps the hand of a boxer in a dimly lit boxing gym, preparing him for training.© LucozadeA young Black man with a fade haircut and beard, wearing a black t-shirt, looks down in a boxing ring, appearing to be in deep thought.© Lucozade
    Frames from Lucozade “Anthony Joshua”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Lucozade “Anthony Joshua” in order, with its length, framing and what happens in it.

    A close-up shot shows a white man's hands wrapping a black hand wrap around a Black man's wrist in a dimly lit boxing gym.© LucozadeA boxing coach with fair skin wraps the hand of a boxer with dark skin, preparing him for a fight in a dimly lit gym.© LucozadeA boxing coach wraps the hand of a boxer in a dimly lit boxing gym, preparing him for training.© LucozadeA young Black man with a fade haircut and beard, wearing a black t-shirt, looks down in a boxing ring, appearing to be in deep thought.© LucozadeA young Anthony Joshua, wearing a red boxing uniform and a medal, poses with a group of men and boys in a boxing ring.© LucozadeA framed black and white photo of a young, shirtless male boxer with a cut on his nose, looking surprised, hangs on a white brick wall.© Lucozade
    Length: 20 s · Shots: 24 · Average shot: 0.8 s

  3. 03Ad ideas: every spot built on a flashback to youth

    Before you present an idea, you need to know who has done it, and how.

    Lucozade “Anthony Joshua” is built on a flashback to youth. Search the library by idea to see every spot that uses it.

    Inspired Villages “Dancing Queen”© Inspired VillagesPorsche “X Shohei Ohtani - Driven By Dreams”© PorscheKia “Feel Something Again”© Kiaadidas “David Beckham Capsule Collection — Teaser”© adidas
    Inspired Villages · Porsche · Kia · adidas

More commercials by Christopher Hewitt

More from Grey

Award-winning drinks commercials

  • Sitges - International Fantastic Film Festival of Catalonia "Chess" (2024) commercial still© Sitges - International Fantastic Film Festival of CataloniaSitges - International Fantastic Film Festival of Catalonia “Chess” 2024Dir. Marc OrtizEurobest Grand Prix 2024
  • Pocari Sweat "Find Your Own Way" (2022) commercial still© Pocari SweatPocari Sweat “Find Your Own Way” 2022Dir. Ken Nakano · Dentsu Inc.AdFest Grand Prix 2022
  • Gatorade "Replay" (2010) commercial still© GatoradeGatorade “Replay” 2010Dir. Kris Belman · TBWA\Chiat\DayANDY Awards 2010
  • Coca-Cola "Coca-Cola TV campaign" (2009) commercial still© Coca-ColaCoca-Cola “Coca-Cola TV campaign” 2009Fortune PromosevenDubai Lynx Grand Prix 2009
  • Dairy Milk "Gorilla" (2008) commercial still© Dairy MilkDairy Milk “Gorilla” 2008Dir. Juan Cabral · FallonD&AD Black Pencil 2008
  • Evian "Waterboy" (2004) commercial still© EvianEvian “Waterboy” 2004Dir. soandsau · BETC Euro RSCGEurobest Grand Prix 2004

Questions

Who directed the Lucozade “Anthony Joshua” commercial?

Christopher Hewitt directed it, produced by Smuggler, for the agency Grey.

Which agency made Lucozade “Anthony Joshua”?

Grey created it for Lucozade (2018).

What awards did Lucozade “Anthony Joshua” win?

7 awards, including Cannes Lions 2017 Film Craft Silver, Cannes Lions 2017 Film Craft Bronze, Ciclope 2017 Gold Brand Content / Short Form Editing and Clio 2017 Bronze — Film Technique (Cinematography) / Cinematography.

Sources for the credits and awards

britisharrows.comThe WorkThe WorkThe WorkThe Workweb.archive.orgclios.comclios.com