Lucozade Energy is taking its Energy Beats Everything campaign back to biblical times with the first ever telling of the David and Goliath prequel story. The campaign, by Grey London,… read more puts the rift between the young shepherd and his adversary in a more modern context, with a comedy film and an accompanying hand-painted oil poster. In the commercial, when David wakes up feeling groggy one morning his friend delights in reminding him that, the night before, he had picked a fight with Goliath. "You can’t call people giants," David's friend warns, "it's what got you into trouble in the first place." The film was directed by acclaimed US comedy director Harold Einstein through Outsider.
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