Lowe Campbell Ewald launched the latest iteration of its “Built with Chocolate Milk” campaign for Milk Processor Education Program (MilkPEP), teaming up with NBA star and rebounding master Kevin Love.
In the 30-second broadcast spot entitled “The Art of Rebounding,” Love faces off against a basketball shooting robot designed to test his endurance and rebounding abilities. Predictably, Love schools the robot, making rebound after rebound. In the process he positions chocolate milk as integral to rebounding, which is given the double meaning of “rebounds for my team and a rebound for my body.” According to a press release, chocolate milk has been part of Love’s post-game routine ever since his mother gave it to him after games when he was a kid and he still turns to the drink for its “nutrients to refuel, protein to rebuild – backed by science” (as he puts it in the spot).
In addition to the broadcast ad, which also runs in a 15-second version, the campaign also includes a print component and online ads starring Love. Launched to coincide with the excitement of March Madness, the campaign will continue through the NBA Finals and the end of the year. A longer broadcast spot, featuring Love speaking more directly about his chocolate milk routine will roll out on March 23rd and a print ad for the effort appears in Sports Illustrated‘s “March Madness Preview” issue.
Credits:
Agency: Lowe Campbell Ewald
President: Sal Taibi
EVP Group Creative Director: Bernie Hogya
SVP Group Creative Director: Ron Wachino
Executive Content Producer: Josh Litwhiler
Senior Art Producer: Hillary Jackson
Account Executive(s): Lisa Stroh, Emily Goodwin, Danielle Barish
Production Company: Greenpoint Pictures
Director: The Hudson Dusters
Director of Photography: Andrew Wheeler
Executive producer: Tatiana Rudzinski
Line Producer: Luke Stevens
EP: Nirad “Bugs” Russell
Producer: Adriana Wong
VFX Supervisor: Dave White
Lead CG Artist: Andrew Cohen
3D Artists: Chris Ribar, Ieva Sauciunaite, Carlos Sandoval, Matt Foglia
Lead Flame Artist: Warren Paleos
Flame Artists: Adam Flynn, Claire Pereira De Souza
EditingHouse: GreenpointPictures
Editor: Logan Roos
Producer: Victoria Vallas-Cullen
Music House: Beta Patrol
Creative Director: Brent Asbury
Producer: Jason Baker
Sound Design: Digital One
Audio Mix: Mike Reilly