Static. Still. A statue. Lucozade is targeting consumers who feel like they might as well be frozen on a zoom screen after the impact of the season of festive indulgence. The tongue-in-cheek campaign is designed to underline the joy of movement. 

As we dust off the last of the mince pie crumbs and enter 2023, Lucozade Sport is calling on consumers to get active. The ‘Statue’ campaign aims to broaden the appeal of the drink by eschewing the traditional ‘blood sweat and tears’ sport marketing messaging with a light touch approach, which underlines that movement is for everyone, not just elite athletes or high-intensity exercisers.

The spot, which was created by Adam&eveDDB, sees a park statue come to life thanks to a sip of a bottle of Lucozade Sport. The statue goes on to enjoy a variety of exercise from a local football match to a HIIT class and lifting weights. 

Tom Bell, Head of Marketing at Lucozade Sport, explained: “Many people will be setting themselves new fitness targets for 2023. 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.”

Ben Robinson and Mike Whiteside, Senior Creatives at Adam&eveDDB, added: “Every body is made to move, whether you’re an athlete, a non-athlete or an inanimate statue made of stone. Those are just facts.”