Muscling In

Nutritional food brand MET-Rx uses customer testimonials to promote the muscle-building benefits of its product in a new TV campaign.
Creative director John Stein and his creative boutique Band of Gypsies in Pacific Palisades, Calif., collaborated with the Irvine, Calif.-based client on the ads. They were directed by Sharon Lindsey, the company’s in-house ad director.
In three black-and-white, 60-second spots, MET-Rx users (one is shown here) describe how supplementing their diet and exercise with MET-Rx helped them to overcome physical adversities and regain good health. In one spot, a cancer survivor explains how MET-Rx helped build up his muscles during chemotherapy and surgery. Company founder A. Scott Connelly appears in each spot, introducing the “success stories.” The ads are airing on ESPN and ESPN2.
“The subject matter we addressed in the spots was so poignant, we needed a full 60 seconds to tell the story,” said Stein. –Angela Dawson and Teresa Buyikian