Apart from maybe Graham Norton, or possibly the bloke who does the voice over on Come Dine With Me, heavyweight boxing demigod Anthony Joshua is the most-loved celebrity in Britain. Your mum loves him, your grandad loves him, and even your newly-born niece gurgles with approval whenever AJ’s face appears on the telly. Which is, to be honest, quite frequently.
The Watford-born pugilist has been announced this morning as the face of energy drink giant Lucozade Sport’s latest advertising campaign. Overseen by Grey London, the thirst-quenchers first ever long-form film, The Next Move sees Anthony passing on his knowledge and expertise to Michael Kuku, a 19-year-old Londoner who wants to become a top-flight football coach. Together the pair zip around London on a motivational-tour that wants to draw viewers to a new platform called Made to Move.
We asked Grey London why Anthony Joshua was the man for the campaign, and they seem incredulous. “Have you seen him? He’s the physical embodiment of the best bits of modern Britain,” they say, noting that AJ is dedicated, hard-working, and humble. “In the documentary, we capture his relationship with Michael developing throughout their time together. They share personal stories and learn from each other’s experiences. Seeing a huge international sports star so invested in helping the next generation share in his passion was a huge privilege.”
It isn’t the first time that Lucozade has worked with Anthony Joshua, and Grey London thinks that his “incredible story” and position as a role model to young, upcoming athletes, a move to longer-form filmmaking was the best way to tell both his, and Michael’s, story. “It gives us more time to get our message across and make truly impactful content that a 30-second spot simply couldn’t achieve,” the studio tells us.
The film launches today – 11 September 2018 – across media, digital, and social channels.
- For Ginko Yang “drawing creates the same effects as a mental massage”
- Pop culture powerhouse Bryan Rivera's 2018 in graphic design
- Don't worry, be angry: how politics and creativity collided in 2018
- Maurice Andresen is reimagining Glasgow’s non-spaces as an ethereal world
- Vice magazine's creative team talks us through its new and unexpectedly different redesign
- Julia Falkner and Lorena Hydeman document boys playing with gender for the first time
- DIA channels NYC and gives Squarespace its signature kinetic treatment in brand refresh
- Laughing at the world of graphic design with Tracy Ma
- Pantone's Colour of the Year 2019 has been announced and it's... Living Coral!
- Alex Gamsu Jenkins’ comics remind us of how gross we really are
- The animated short giving Isle of Dogs a run for its money
- Caleb Halter's instinctual design practice produces considered and refined work