Richard Brim, chief creative officer at adam&eveDDB, said, “It’s great to see Lucozade continuing its long history of working with national icons. This second spot is meant to build on the success of the first and get people excited about sports this summer.”

The scenes were carefully planned by award-winning choreographer Supple Nam and former professional football player Pep Centaño from Film Sport. This made sure that the renovators’ skills and football players’ skills worked perfectly together. The dance moves show how good Jude is at football by showing how fast he goes and how he can find the perfect pass. Jude’s presence and contagious energy on the field are perfect examples of how Lucozade can bring out the best in anyone, no matter what their interest is.

The ad shows Lucozade’s new package designs and visual character. The brand’s new logo is painted into the mural. The use of the brand sonic logo again is a key moment for branding. This time, the renovator performing Bellingham’s famous party brings the logo to life.