A young Londoner "meets his hero," boxing champion Anthony Joshua, in a documentary "about the power of coaching," the first long-form film from Lucozade Sport, according to Brittaney Kiefer of CAMPAIGN LIVE. The nine-minute film, "The next move," launched on Tuesday ahead of Joshua’s fight against Alexander Povetkin on Sept. 22 at Wembley. Created by Grey London, it continues Lucozade Sport’s "Made to move" campaign, which aims to get 1 million people moving by '20. The mini-documentary stars 19-year-old Michael Kuku, a south Londoner "with ambitions to become a top-tier football coach." Kuku "gets a surprise visit" from Joshua and the two spend a day together, "training and forming a friendship." The film also raises awareness of B Active, a new initiative between Lucozade Sport's brand owner, Lucozade Ribena Suntory, and Active Communities Network. Joshua has worked with Lucozade Sport for the past couple years and last starred in an ad for the brand in '17. The film will appear on social and digital channels, "along with shorter cut-downs and GIFs for the run-up to Joshua’s fight." It was written by Greg Ormrod, art directed by Thomas Worthington and directed by Michel & Nico through Believe Media. MediaCom handled media buying (CAMPAIGN LIVE, 9/11).
