Bulk Powders "Dominate life" by Droga5 London

Heavyweight boxing champion Anthony Joshua stars in the new ad campaign for sports nutrition brand Bulk Powders, which eschews the typical po-faced tone of fitness marketing for a more tongue-in-cheek approach.

The TV ad by Droga5 London shows a used-car salesman sweating over a deal when he notices the muscular physique of his customer and begins making assumptions about his capabilities – only realising at the end that his panicked inner monologue is less subtle than he thought. The work was created by Ed Redgrave, Dave Wigglesworth, Frazer Price and Teddy Souter, and directed by Aaron Stoller through Biscuit Filmworks. 

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