A lot of people are thinking about their health and fitness as we enter a new year, so Lucozade Sport has released an ad encouraging everyone to get moving in 2023.

A new advertising campaign for Lucozade Sport has been launched to dispel the common belief that the product is intended solely for highly trained athletes and extreme fitness enthusiasts.

Statue is a 30-second commercial that was developed by adam&eveDDB London and directed by Rich Hall via Riff Raff. It features a woman who is out for a run in the park while drinking Lucozade Sport. The woman takes a break to get a drink and sets her bottle down next to the statue in the park, which subsequently sneaks a sip and “wakes up” [credit: Black Kite Studios], joining in on a nearby football game, signing up for an HIIT class, and lifting weights.

Senior Creatives at adam&eveDDB Ben Robinson and Mike Whiteside remarked, “Every body is made to move, whether you’re an athlete, a non-athlete, or an inanimate statue built of stone.” That’s the cold, hard truth. As entertaining in real life as it is on television, bringing Statue to life alongside Rich Hall, Riff Raff, Black Kite Studios, and garage veterans Architechs was a blast.