Advertisements for supplements aimed at fitness & weight training are almost always set in the gym, the track or the sports field.

The bench press. The model with the seemingly unachievable six pack. Rippling pecks. Exercise related puns.

To break with category convention, and to avoid placing our celebrity talent Anthony Joshua in the expected environment of the gym/ring, we elevated the functional truth of powders helping you bulk up physically to a life truth – when you dominate physically, you can dominate life.

But putting a buff gym goer up against their fellow humans with a promise of dominating life risked making our audience appear dislikeable. So we pitted them up against a figure we can all agree to hate – the car dealer.

In the film we see a Bulk Powders user dominating life as he negotiates for a used car. We hear the internal thoughts of the cocky car salesman who plans to rip the Bulk user off. But simply being in the presence of the Bulk user, erodes away his confidence.