Mekanism launched a new campaign for Muscle Milk featuring Golden State Warriors star Steph Curry. We are just happy that Kobe Bryant is nowhere near this one.
The campaign centers on a broadcast/digital spot which will run in 60, 30 and 15-second versions. While the reigning NBA MVP appears in the ads briefly to sink a three-pointer (what else?), the ad’s message extends beyond pros to everyday athletes and those just looking to stay in shape with a regular workout. A voiceover reminds viewers that, like the mind, muscles have memory, and “for that we must be strong…every day.”
While the spot doesn’t stray too far from the typical inspirational sports anthem ad, it is well shot by Sister director Cali Bondad and benefits from the presence of one of the most popular stars in all of sports at the moment.
In addition to the broadcast/digital spot, the campaign also includes social, print (including in Sports Illustrated and ESPN), and radio initiatives in select markets. The push comes as Muscle Milk launches a new line of products, updated packaging and a refreshed website.
Credits:
Mekanism
Michael Zlatoper – EVP, Managing Director
Anna Boyarsky – Director, Brand Management
Luke Welch – Senior Brand Manager
Amanda Ulricksen – Brand Manager
Tommy Means – Founder & Executive Creative Director
Tom Lyons – Director of Creative
Sean Grimes – Art Director
Boomer Cruz – Junior Copywriter
Kati Haberstock – Head of Production
Vince Genovese – Senior Producer
Dennis Curry – Senior Producer
Production
Thorsten Hoppenworth (@Sister) – Executive Producer
Cali Bondad (@Sister) – Director
Kara Bello (@Sister) – Post Producer
Jon Goldberg – Producer
Mattias Rudh – Director of Photography
Dean Backer – Production Designer
Lacy Clear – Styling
Maria O’ Reilly – Hair / Make up
Cali Bondad – Editor
Chris Martin (@Spypost) – Colorist
David Wittman (@Travis and Maude) – Music
Andy Greenberg (@One Union) – Audio Mix