TV ad: Lucozade Sport: Anthony Joshua

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Top 6: April 26th 2017

Valenstein & Fatt (the creative agency formerly known as Grey London) has unveiled the latest film that builds on last year’s launch of Lucozade Sport's new brand positioning called Made to Move. It features world championship boxer Anthony Joshua. The emotive 90-second short film highlights an attitude that has made Joshua the fighter he is today: Nobody moves forward by standing still. A chronicle of his life, it is a beautiful portrayal of how his innate desire to keep moving forward has put him at the top of his game, now competing in the hotly anticipated World Heavyweight unification blockbuster against Wladimir Klitschko.

The film is the first authentic, gritty reveal of Anthony Joshua's life. It plots his stunning rise from humble beginnings to the pinnacle of his sport, bricklayer to Olympic champion and beyond. Not only does it feature Joshua himself, but also the fighter’s close friends and family. His mother, Yeta with whom he still lives features throughout at Joshua's request, to pay tribute to the unwavering supporting role she's played throughout his life. Other scenes include Joshua's cousin, Benga Ileyemi, who first introduced him to boxing.