Lucozade "last man standing" by Grey London

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Lucozade has launched a TV spot by Grey London that claims Lucozade Sport hydrates and fuels people better than water. The claim is based on scientific tests, which have been dramatised in the spot. Set in lab conditions, 24 athletes go head-to-head in a performance challenge – half fuelled by Lucozade Sport and half by water. The campaign spans TV and online. It was directed by Johnny Hardstaff through RSA.

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Malcolm Poynton and Peter Lydon

Malcolm Poynton and Peter Lydon

With work from Lucozade, Warburtons, The Co-operative Funeralcare, Moneysupermarket.com, Guardian News & Media, and Ready Brek.

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Malcolm Poynton and Peter Lydon

Malcolm Poynton and Peter Lydon

With work from Lucozade, Warburtons, The Co-operative Funeralcare, Moneysupermarket.com, Guardian News & Media, and Ready Brek.