Lucozade is now "the fuel to rule"; helping to keep determined types going just that bit further than they otherwise might have done. It taps into the whole mind over matter mentality that seems to be dominating our attitude to sport at the moment, from Olympian athletes and Paralympic icons to ordinary people taking part in marathons and triathlons to show that the body can be bent to our will.
Creative Agency: Grey London
Creative Director: Darren Wright
Creative: Alexis Down / Jamie Starbuck
TV Producer: Guy Rolfe
Film Production: Moxie Pictures
Director: Keith McCarthy
Producer: Claire Jones / Charlotte Woodhead
Photography: Christopher Sabogal
Editor: Tim Hardy @ Stitch
Post Production: MPC
Ad of the Day is brought to you in association with David Reviews.