Hasta La Creative!

Anthony Joshua, the Watford-born world heavyweight boxing champion, is the star of a new advertising campaign for Sports Nutrition brand BULK POWDERS®, created by Droga5 London.

The work avoids the usual po-faced tone of fitness marketing and instead takes a tongue-in-cheek approach with the strapline ‘Dominate Life’.

In the TV commercial, a used-car salesman is shown sweating over the signing of a deal as he notices the muscular physique of his customer and starts making assumptions about how capable he must be. It finishes with Anthony Joshua revealing that he dominates life by drinking BULK POWDERS®.