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By The Drum Team | Editorial

May 1, 2012 | 1 min read

Lucozade has launched a new TV ad starring Manchester United winger Ashley Young.

The spot, created by Grey London, debuted during the Manchester derby last night and features the England star pushing himself to the limit on the football field.

The agency says the campaign - which also features Mo Farah, Phillips Idowu and Louis Smith - shows athletes "for real, in real sporting environments" rather than just "posing for the cameras".

It claims that "each take was so physically demanding for the athletes that the number of shots and length of shots had to be timed to the second and to the centimetre.

"Each filming session involved such strenuous activity that TV campaign director Ben Newman, Longform directors Tubby Brothers and photographer Alan Clarke were limited to a time-slot of four hours per protagonist to capture all assets."