Lucozade Energy goes back to biblical times by purporting to tell the sequel to the David and Goliath epic.
The campaign by Grey London puts the rift between the young shepherd and his adversary in a more modern context with a humorous film and hand-painted oil poster. In the ad, David wakes up feeling groggy and is reminded that he picked a fight with Goliath by calling him a giant. When Goliath comes to take his revenge, the shepherd boy takes a swig of Lucozade Energy before grabbing a sling and venturing out to conquer his colossal foe. The work was written by Jay Marlow and Rob Greaves, art directed by Henrik Ridderheim and Sam Daly, and directed by Harold Einstein through Outsider.