Lucozade Football x Renovators: Bringing Energy to the Game
Lucozade has launched a thrilling new campaign, “Football x Renovators,” featuring England’s rising star, Jude Bellingham. Created by adam&eveDDB, this ad builds on Lucozade’s previous “Bring the Energy: Basketball x Northern Soul” campaign, showcasing how the brand fuels passion and energy in sports.
A New Era for Lucozade
Launched in time for Britain’s summer of sport, this ad is part of Lucozade’s major new brand platform, “Bring the Energy.” This platform, which debuted in April, is the most significant launch in Lucozade’s 97-year history. It aims to highlight how Lucozade empowers people to rise to the challenge and move with energy when it matters most.
Jude Bellingham: The Perfect Fit
Jude Bellingham, with his impressive record and dynamic presence, perfectly embodies Lucozade’s call to “Bring the Energy.” His partnership with Lucozade further cements the brand’s longstanding association with British football. Over the years, Lucozade has collaborated with football legends like John Barnes and Steven Gerrard, and its partnership with the Football Association has supported both men’s and women’s teams. Bellingham’s involvement underscores Lucozade’s commitment to nurturing the next generation of football talent.
The “Football x Renovators” Ad
The ad spotlights a group of friends who, ready for a game on their local pitch, discover it’s being renovated by volunteers installing an artistic mural. The two groups come together for a high-energy, skillful match, with their passion and abilities on full display, all fueled by Lucozade. This ad follows the same energetic and inspirational theme as the previous campaign featuring basketball players and Northern Soul dancers, both directed by Sam Brown through Rogue.
Choreography and Authenticity
To ensure authenticity, the scenes were choreographed by former professional footballer Pep Centaño and award-winning choreographer Supple Nam. Their collaboration highlights the synergy between football skills and the renovators’ efforts. Jude Bellingham’s football talent shines through, showcasing his speed and precision, perfectly mirroring Lucozade’s brand ethos.
British Heritage and New Talent
The ad features a British re-recording of the American track “Roll Call,” reflecting Lucozade’s iconic British heritage. Footballers were street-casted to ensure authenticity and showcase new talent. The new Lucozade pack designs and visual identity are prominently displayed, with the brand’s logo painted within the mural and the sonic logo brought to life by a renovator performing Bellingham’s iconic celebration.
Widespread Launch and Engagement
Following its launch on TV, VOD, YouTube, and social media, the ad will be programmed around key football games to maximize engagement and strengthen Lucozade’s association with football across the nation. This strategic placement aims to resonate deeply with audiences, driving home the message that Lucozade is the go-to drink for those who bring energy to everything they do.
Conclusion
“Football x Renovators” is more than just an ad; it’s a celebration of energy, passion, and the spirit of football. With Jude Bellingham leading the charge, Lucozade continues to inspire and fuel athletes and enthusiasts alike. This campaign not only highlights the brand’s deep roots in British sports but also its commitment to fostering new talent and bringing energy to every moment.
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