Lowe Campbell Ewald, Kevin Love Master Rebounding for MilkPEP

By Erik Oster Comment

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

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