Starting off 2023 on an exercise kick? Lucozade Sport has your back.

In a high-production take on the ‘Red Bull gives you wings’ formula, its new ad sees a runner pause and leave her bottle of Lucozade at the feet of a statue. Before we know it, said statue has apparently taken a sip and disappeared through the nearest hedge.

The ad’s animators deserve applause, giving the carved character appropriate heft as she joins in with a game of football and an aerobics class, while managing to make her jolly enough that she isn’t too reminiscent of the scary Weeping Angels from Doctor Who.

The statue’s joy also gives the ad a point of difference – there’s no laboured health message here, just a sense of fun. ‘Happy’ new year indeed!

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