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Lucozade Energy has launched a £10m multimedia marketing campaign that will promote the full Lucozade Energy range.

The ad starts with a man throwing his empty Lucozade Energy bottle into the recycling bin before making his way home while hula-hooping to Ini Kamoze's Here Comes The Hotstepper. 

The spot will feature on TV and video-on-demand, as well as social media, out-of-home, online video, ecommerce, and geo-targeted mobile advertising, with media planned and bought by MediaCom. It was written by Genevieve Gransden and Selma Ahmed, and directed by Max Weiland through Somesuch.