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Lucozade Sport “Made to Move – Anthony Joshua” 2018

Lucozade Sport “Made to Move – Anthony Joshua” (2018) is a Lucozade Sport commercial directed by Christopher Hewitt for Grey, produced by Smuggler. It won 3 awards, including Creative Circle 2018 Gold FILM CRAFT - Best Editing (single).

This ad follows Anthony Joshua's journey from infancy to boxing champion, highlighting his relentless pursuit of movement and progress, emphasizing that nobody ever moved forward standing still.

Video: Grey London on YouTube

Shot by shot

  1. A woman in a beige top and dark pants holds a baby up in the air, playing with them in a living room.© Lucozade Sport0:00
  2. A person's bare feet dangle and move against a blurry, light background, suggesting movement or floating.© Lucozade Sport0:05
  3. A male soccer player in a blue vest and white shirt kicks a soccer ball into a goal on a dark field at night.© Lucozade Sport0:12
  4. A male boxer in a dark hoodie and sunglasses runs across a desolate, wet, concrete area with a city skyline in the background under a dark, cloudy sky.© Lucozade Sport0:24
  5. A woman with long dark hair and a black coat looks down with a serious expression in a dimly lit interior.© Lucozade Sport0:38
  6. A woman with dark hair and a dark top looks off-camera with a slight smile, in an interior setting.© Lucozade Sport0:42
  7. A construction worker in an orange vest lays bricks with mortar, focusing on the task at hand in a bright, indeterminate setting.© Lucozade Sport0:48
  8. A blurry shot of a person's arm and torso, wearing a dark top with orange accents, moving quickly against a light background.© Lucozade Sport0:50
  9. A male boxer in his 20s or 30s, wearing a grey t-shirt and white boxing gloves, trains intensely in a boxing gym.© Lucozade Sport0:55
  10. A blurry shot of a person's arm and torso, wearing dark clothing, moving rapidly in an interior setting.© Lucozade Sport1:00
  11. A male boxer with white gloves and black shorts throws a punch in a boxing ring, with a blurred crowd in the background.© Lucozade Sport1:03
  12. A baby in a diaper is held up by adult hands, reaching for a lamp in a room with framed butterfly art.© Lucozade Sport1:07

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

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

The idea

Anthony Joshua's life journey, from baby to boxing champion, is a testament to constant movement.

Tagline: “Nobody ever moved forward standing still”

life journeyrags to richessports heroflashbackovercoming adversitytriumphant return

The cut

Length
86 s
Shots
39
Average shot
2.2 s

What creatives use Lucozade Sport “Made to Move – Anthony Joshua” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Lucozade Sport “Made to Move – 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 woman in a beige top and dark pants holds a baby up in the air, playing with them in a living room.© Lucozade SportA person's bare feet dangle and move against a blurry, light background, suggesting movement or floating.© Lucozade SportA male soccer player in a blue vest and white shirt kicks a soccer ball into a goal on a dark field at night.© Lucozade SportA male boxer in a dark hoodie and sunglasses runs across a desolate, wet, concrete area with a city skyline in the background under a dark, cloudy sky.© Lucozade Sport
    Frames from Lucozade Sport “Made to Move – 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 Sport “Made to Move – Anthony Joshua” in order, with its length, framing and what happens in it.

    A woman in a beige top and dark pants holds a baby up in the air, playing with them in a living room.© Lucozade SportA person's bare feet dangle and move against a blurry, light background, suggesting movement or floating.© Lucozade SportA male soccer player in a blue vest and white shirt kicks a soccer ball into a goal on a dark field at night.© Lucozade SportA male boxer in a dark hoodie and sunglasses runs across a desolate, wet, concrete area with a city skyline in the background under a dark, cloudy sky.© Lucozade SportA woman with long dark hair and a black coat looks down with a serious expression in a dimly lit interior.© Lucozade SportA woman with dark hair and a dark top looks off-camera with a slight smile, in an interior setting.© Lucozade Sport
    Length: 86 s · Shots: 39 · Average shot: 2.2 s

  3. 03Ad ideas: every spot built on a rags to riches

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

    Lucozade Sport “Made to Move – Anthony Joshua” is built on a rags to riches. Search the library by idea to see every spot that uses it.

    KFC “Obsession”© KFCNike “ONE OF A'KIND | A'JA WILSON”© NikeRiyadh Season “Crawford VS Madrimov - Everything or Nothing”© Riyadh SeasonSIMI Winery “Goodness from Grit”© SIMI Winery
    KFC · Nike · Riyadh Season · SIMI Winery

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 Sport “Made to Move – Anthony Joshua” commercial?

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

Which agency made Lucozade Sport “Made to Move – Anthony Joshua”?

Grey created it for Lucozade Sport (2018).

What awards did Lucozade Sport “Made to Move – Anthony Joshua” win?

3 awards, including Creative Circle 2018 Gold FILM CRAFT - Best Editing (single), Creative Circle 2018 Silver FILM CRAFT - Best Cinematography (single) and Creative Circle 2018 Bronze FILM - Best TV 60secs & over (single).

What is the tagline of Lucozade Sport “Made to Move – Anthony Joshua”?

“Nobody ever moved forward standing still”

Sources for the credits and awards

web.archive.org