Positivity Celebrates ‘Heroes of Summer’ for Oberto

By Erik Oster 

Positivity launched a digital campaign for Oberto entitled “Heroes of Summer” featuring Seahawks star cornerback Richard Sherman and three “everyday unsung American heroes.”

In his spot, Sherman visits his old high school to provide encouragement, support and advice for students…and pose for an unending onslaught of selfites. Sherman extolls the virtues of hard work and dedication in the uplifting online spot, with as little awkwardness as is possible when speaking in front of a group of high schoolers. The online spot could have been aided by being edited down from its lengthy run-time, which would have made it a lot more sharable, and the (rather flimsy) connection brand only comes at the end with the “You Get Out What You Put In” tagline. Still, the positivity — which is also evident in spots highlighting Adrianne Haslet-Davis, an aspiring dancer and Boston Marathon bombing survivor, visually impaired marathoner/mountain climber Randy Pierce and leukemia patient Brady Wein —  is nice to see from the brand. Pierce’s spot ties in to the brand’s Tough Mudder sponsorship by highlighting the athlete as he prepares for the competition. The spots starring Sherman and Pierce launched the campaign, which is driven by paid social media, today, with other spots rolling out next month.

“Oberto is honored to shine a light on everyday heroes across America — from those overcoming overwhelming obstacles to those supporting their communities – that embody our brand message of ‘You Get Out What You Put In,'” said David Lakey, vice president of marketing at Oberto Brands. “Our ‘Heroes of Summer’ program aims to inspire Oberto consumers with diligence, perseverance and optimism, that they can achieve their personal goals and overcome life’s hurdles.”