“We wanted to create something that made people feel good and made them smile. A simple way to bring to life Lucozade’s positive energy and show what it feels like to be at your best,” says Adam & Eve/DDB creative director Genevieve Gransden. “But, when it comes to showing energy, there are so many ads out there that do this already, with dancing or singing etc. So, the challenge was to find a way to do this, in an original way.”

That, explains her creative director colleague Selma Ahmed, “is how we landed on our character who confidently hula-hoops his way through his neighbourhood. It’s simple, fun and feels inherently energetic but not in an obvious way. It also has a touch of nostalgia which feels very ‘Lucozade’.”