Droga5 Champions Student Athletes in New Anthem for IMG Academy

By Erik Oster 

Droga5 launched a new campaign for Bradenton, Florida boarding school/sport training academy IMG Academy celebrating the dedication of student athletes. 

“Tomorrow is Ours” juxtaposes clips of baby boomers (we assume) on a talk show kvetching about how lazy the younger generations are with shots of student athletes training hard late into the night. “This is a generation that is completely spoiled,” says one such man (who presumably never lived under a mountain of student loan debt), as the shot shifts from a girl at the driving range late at night to a football player training hard by himself. “They have no discipline, no work ethic whatsoever,” another woman chimes in as the scene jumps from a late night study session to a run around the track in the dark to a basketball player working on their long shot. “Keep Taling,” the two-minute spot concludes, “Tomorrow Is Ours.”

While perhaps a tad repetitive, the approach is an effective homage to the determination, commitment and grit of the school’s student athletes. The combination of hearing what naysayers think about the younger generation with footage showing how ridiculous such statements are cements the message quite well, even if the ad could have benefited from shaving off 30 seconds or so.

Credits:
CREATIVE AGENCY: Droga5 NY
CHIEF CREATIVE OFFICER: Ted Royer
EXECUTIVE CREATIVE DIRECTOR: Duncan Marshall
COPYWRITER: Lincoln Boehm
ART DIRECTOR: Joel Francke
ACCOUNT MANAGER: Josh Freeland
STRATEGIST: (Sr) Ben Brown
CREATIVE CHAIRMAN: David Droga
PROJECT MANAGER: (Sr) Courtney Kosup
HEAD OF BROADCAST: (Production) Ben Davies
SENIOR PRODUCER: (Broadcast) Anders Hedberg
PROJECT DIRECTOR: (Global Alliance) Nick Phelps
STRATEGY: (Sr Comms) Hillary Heath
CHIEF CREATION OFFICER: Sally­Ann Dale
GLOBAL CHIEF STRATEGY OFFICER: Jonny Bauer
GROUP STRATEGY DIRECTOR: Aaron Wiggan

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PRODUCTION COMPANY: Smuggler
PARTNER: Patrick Milling Smith, Brian Carmody
PRODUCTION DESIGNER: Jason Hougaard
EXECUTIVE PRODUCER: Drew Santarsiero
DOP: Steven Annis
DIRECTOR: Miles Jay
PRODUCER: Patti Getker
HEAD OF PRODUCTION: Andrew Colon

POST PRODUCTION / VFX: Significant Others
VISUAL EFFECTS ARTIST: Betty Cameron, Dirk Greene
PRODUCER: Alek Rost

MUSIC AND SOUND
SOUND MIX: T. Terressa Tate @ Significant Others
COMPOSER: Rob Simonsen

OFFLINE EXECUTIVE PRODUCER: Sarah Roebuck

EDIT COMPANY: Final Cut
CO-EDITOR: JD Smyth
CO-EDITOR: Chris Rizzo
HEAD OF PRODUCTION: Jen Sienkwicz

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