Anthony Joshua, the Watford-born world heavyweight boxing champion, is the star of a new advertising campaign for Sports Nutrition brand BULK POWDERS®, created by Droga5 London.
The work avoids the usual po-faced tone of fitness marketing and instead takes a tongue-in-cheek approach with the strapline ‘Dominate Life’.
In the TV commercial, a used-car salesman is shown sweating over the signing of a deal as he notices the muscular physique of his customer and starts making assumptions about how capable he must be. It finishes with Anthony Joshua revealing that he dominates life by drinking BULK POWDERS®.
Film advertisement created by Droga5, United Kingdom for Bulk Powders, within the category: Health.
Chief Creative Officer: David Kolbusz
Executive Creative Directors: Steve Howell, Rick Dodds
Creatives: Ed Redgrave, Dave Wigglesworth, Frazer Price, Teddy Souter
Chief Executive Officer: Bill Scott
Account Director: Jonny Price
Head of Production: Chris Watling
Agency Producer: Goldie Robbens
Strategy Director: Zoe Scaman
Director / Production Company: Aaron Stoller / Biscuit Filmworks
Producer: Samantha Chitty
Executive Producer: Rupert Reynolds-MacLean
Post Production: The Mill
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