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Lucozade's latest UK campaign is aimed at people on the move

Lucozade's new campaign seeks to reposition the sports drink less as a hangover cure and more as the beverage of choice for busy people on the move who want to be in top form. 

A light-hearted TV spot, created by Grey London, shows people in everyday situations – at work, in the gym, driving – performing at a level beyond normal people thanks to Lucozade. The £14 million ($22 million) campaign includes outdoor exections and a number of takeovers at train and Tube stations. The brand is even planning to divide the tunnels at Oxford Circus station into "slow" and "flow" lanes.

The ad was created by Theo Bayani and Miguel Gonzalez, and directed by Nathan Price through Park Pictures.

This article first appeared on .