Sport for all as Lucozade refreshes the ball park

We're all familiar with the idea of new year resolutions - most of which get broken by the end of January - so this one strikes an immediately familiar chord. Sports drink Lucozade Sport turns the old saying 'still as a statue' on its head with this cheeky little number aimed at getting everyone involved in movement whatever their performance level. “Many people will be setting themselves new fitness targets for 2023," said the brand. "Whether that’s just starting out on their journey or pushing themselves to the next level, we wanted to create an uplifting advert that helps energise people to unlock their potential.” Have they succeeded? While some of us are gym-hungry all year round, others just couldn't care less about being stuck indoors exercising, which makes it appropriately refreshing to see the action brought into a different ball park, so to speak....

Keywords: Lucozade Sport Statue, sports drinks, UK sport, exercise, public health UK, adam&eveDDB