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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.

David Kolbusz, Chief Creative Officer at Droga5 London, said: “As we all know full well, life is a competition. In this fight to thrive we’ve found an ally in Bulk Powders which exist to help us win, whatever the challenge.” 

Dan Elliott, Head of Brand at Bulk Powders, said: “Being serious about fitness and a healthy lifestyle doesn’t mean you don’t have a sense of humour. Droga5 London’s campaign really gives Bulk Powders standout in the market while getting across our credible brand message in an engaging way.”

The work runs on television for eight weeks.