Lucozade Sport builds giant ice cube for Jude Bellingham partnership
England football star Jude Bellingham smashes through a giant ice cube to launch Lucozade Sport’s ‘Ice Kick’ campaign by We Are Social Sport—and there’s even a real-life sculpture to mark the occasion.
Lucozade Sport has unveiled its latest drink, Ice Kick, with a campaign starring Jude Bellingham. Developed by Lucozade’s UK social media agency, We Are Social Sport, the campaign marks the brand’s first product collaboration with Bellingham since signing him as an athlete in 2024.
At the heart of the launch is a hero film directed by Rvbberduck, featuring Bellingham executing the Ice Kick skill move to break through a giant block of ice. The action-packed ad is set to an exclusive track by UK rapper P Money.
We Are Social Sport took a social-first approach, running three photo shoots alongside the film’s production to create a suite of content for multiple platforms. The agency also partnered with Zeal to produce in-store materials.
To build hype, Lucozade introduced ‘the Ice Vault’, an installation in London engraved with Bellingham’s signature. Teased across social media, the vault was unlocked by a ‘secret code’, revealing free bottles of Ice Kick for lucky fans.
Our take
Sticking to a social-only approach, with a hidden experience, gives this campaign a ‘for the fans’ appeal, emphasised by nods to Bellingham’s distinctive celebration.
Lucozade opts for a very literal interpretation of the new beverage’s name, Ice Kick, and bags a bit of street cred for using a bespoke tune for the ad.
Credits
Producer: Jessica Ross-Dorman
Creative Director: Tom Brandhorst
Senior Creative: Polly Norkett
Director: RVBBERDUCK
Choreographer: Marc Cumberbatch
DP: Adri del Val
Art Director: Diego Sánchez
Agency & Production: WeAreSocial
Service Production Company: Hawai Films
Head of Sport: Joe Weston
Account Director: Navjyot Sudan
Lucozade Head of Sports Marketing: Matt Riches
Lucozade Head of Core Brand & Strategy: Holly Fergusson
Lucozade Brand Manager: Annabel Rawsthorne
Post House: OkayStudio
Post Producer: Alex Blowers
Offline Edit: Charles Gamble
Grade: Katie Dymmock
VFX House: Covert
VFX Creative Director: Simon Dewey
3D Lead: Ivan Hryhorjuk
Executive Producer: Ben Dubois
Senior Producer: Kirsty Ratcliffe
Original Score: Written and Performed by P Money
Additional Composition, Sound Design & Mix: JJ Mitchell
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