Pedro for Lucozade — Booked — TDA London

The brand

Lucozade is one of Britain's most recognisable energy drinks — a brand whose campaign work has always been built around the working day rather than fitness-magazine athletes. The casting register is everyday: tradespeople, shift workers, commuters. Real energy, real graft, on the actual streets the product gets sold on.

The booking

Pedro, signed to TDA's Men's Mainboard, was booked for a Lucozade outdoor campaign. He's a strong commercial face for this register — the kind of natural, authentic presence the brand uses to anchor its OOH and bus-stop work. Outdoor campaigns punish models who can't carry an image at scale; Pedro can.

What TDA delivered

The Diversity Agency is a London model agency with deep commercial and OOH coverage on the men's side of the roster. We work with FMCG, beverage and lifestyle clients on UK-based productions where the casting needs to read as authentically working-class British rather than fashion-borrowed. See the Men's Mainboard.