Hotstepper swagger bags TV creativity award for Lucozade

Song and dance is a natural, and some would say well-trodden, path to convey energy in an ad. So when your brand is Lucozade - long-established but with a new “megabrand strategy” based on “unlocking the power of positive energy to be your best self” - how on earth can you be original?

Enter Adam & Eve/DDB’s “It’s ON” which swaggers its way into our consciousness with a cool hula-hooping guy walking through his neighbourhood to Ini Kamoze’s iconic track Here Comes The Hotstepper. Ultra-relaxed and powered by the bottle he has just consumed, he doesn’t miss a beat - or drop his hoop, showcasing that positive energy of Lucozade. The message: when you’re on, it’s on and they were on to a winner for the Thinkboxes for March/April. 

Lucozade ‘It's ON : Hula’

  • Agency: Adam&Eve/DDB
  • Creative team: Selma Ahmed, Genevieve Gransden 
  • Client: Zoe Trimble 
  • Production company: Somesuch 
  • Director: Max Weiland

Moonpig ‘It Must Be A Moonpig’

  • Agency: Creature London 
  • Creative team: Stu Outhwaite-Noel, Ben Middleton, Megan Egan
  • Client: Kristof Fahy 
  • Production company: Agile 
  • Director: Ben Reed

Rightmove ‘The Renter’

  • Agency: Fold7 
  • Creative team: Jo Taylor, Kiran Strickland, Ryan Newey 
  • Client: Iain Kennedy 
  • Production company: Stink 
  • Director: Owen Trevor

Taylors of Harrogate ‘What If Everything Was This Simple?’

  • Agency: Lucky Generals 
  • Creative team: Danny Brooke-Taylor, Charlie Hurst, George Allen, Lizzie Moore 
  • Client: Kelly Wright 
  • Production company: Smuggler 
  • Director: Randy Krallman

Tesco Mobile ‘Supermarket Mobile’

  • Agency: BBH London 
  • Creative team: Uche Ezugwu, Lawrence Bushell, Luke Till 
  • Client: Rachel Swift, Emma Herridge, Simon Rogers 
  • Production company: Thomas Thomas Films 
  • Director: Tiny Bullet
You might also like

Breaking ads

We update this gallery weekly with a collection of the latest and best ads breaking on TV.


Paul Feldwick’s top creative ads over time

A gallery of popular, entertaining, distinctive and famous ads curated to celebrate TV ads that have ticked the creativity box over time.

Tide The Jason Alexander Hoodie

The best ads from Super Bowl 2021

Watch the best TV ads from the biggest moment in the annual global sports calendar.