There are more than enough energy drinks showing off what they can do in sports. Grey London is making Lucozade Energy stand on its own.

Its Nothing beats Energy campaign has been giving Lucozade Energy a role in the incredible feats of everyday life – this time with a classical metaphor, David & Goliath, given a twenty-first century twist.

In the new ad, Lucozade presents the prequel to the David & Goliath story. The campaign includes the film, directed by the very famous US comedy commercials director, Harold Einstein, and a hand-painted oil poster.

The poster shows David standing victorious on the defeated giant, slingshot in one hand and a bottle of Lucozade Energy in the other. It reads, Energy Beats Everything. Yours, theirs, the universe’s.

The poster was hand-painted in oils by husband and wife team, Boris Vallejo and Julie Bell, who are well-known for their work in the fantasy genre, Boris for his work on the Star Wars trilogy, Tarzan and Conan the Barbarian.

David and Goliath follows Tomb Raider, which launched the campaign in February and was tied to a partnership with the new Tomb Raider film.

https://youtu.be/b_rP_-W4q9c

Steven Hind, head of marketing at Lucozade Energy, commented, “Our Energy Beats Everything platform allows for great creativity. Our Tomb Raider and David & Goliath adverts are two brilliantly unique and entirely separate creatives, but both deliver a simple truth to our consumers; championing the idea that with commitment and determination nothing will stop them.”

Caroline Pay, co-chief creative officer at Grey London, noted, “When you’re working with a brand as special as Lucozade Energy, you need to work with equally special talent to realise your ideas. Boris and Julie, and of course the genius that is Harold, were the dream team for the job, helping us bring to life the story of David and Goliath, and why it all kicked-off in the first place…”

The campaign is running runs in the UK and Ireland across TV, OOH, social and digital.

Credits:

Agency: Grey London

Creative Director: Caroline Pay

Copywriter: Jay Marlow & Rob Greaves

Art director: Henrik Ridderheim & Sam Daly

Producer: Thea Evely

Assistant Producer: Leah Stolerman

Creative producer: Duncan Collins

Account team: Geraldine Gaillemin, Oscar Flintoft & Sebastian Van Driel

Head of Planning: Lilian Sor

Planning Director: Natasha Sales

Media agency: MediaCom

Production company: Outsider

Director: Harold Einstein

Editor: Paul Watts @ The Quarry

Executive Producer: Richard Packer @ Outsider

Producer: Eric Liney @ Dummy

Producer: Jeremy Bannister @ Outsider

DOP: Danny Cohen

Post-production: The Mill

Producer: Rose van der Bom

Executive producer: Ian Berry

Audio post-production: Sam Ashwell @ 750mph

Client: Lucozade Energy

Marketing & Business Development Director, LRS: Jon Evans

Head of Marketing, Lucozade Energy: Steven Hind

Senior Brand Manager, Lucozade Energy: Kay Bartlett