|标题||Stay on Top of Your Game|
|广告公司||Leo Burnett Chicago|
|广告战役||Stay on Top of Your Game|
|剧情简介|| Multivitamin brand Centrum took eight elderly men ages 46-63 to Harlem's Goat Park to challenge a group of streetballers half their age so they could prove they still got game. The viral video campaign is the first-ever social-driven campaign created by Leo Burnett Chicago for Centrum. As expected, the younger players doubted the old men's skills. But take a look at the video to see how it all plays out.|
The games are real. They players are real. And the brand took a chance on the outcome of the competition.
The video gained more than half a million views on YouTube in the first week. It was also shared by sponsored tweets from celebrities including Michael Ian Black and Jalen Rose.
Centrum's campaign is a sharp pivot for how any vitamin brand is talking about its product and sets up the potential to spark a new marketing wave in the category. In a youth-obsessed society, the middle-aged are rarely seen in the media. They're often left feeling invisible and irrelevant in our youth-driven culture or portrayed with unflattering stereotypes. The Centrum video captured that these older folks "still got it."
People who have experienced more life and love in what they do every day are encouraged to use #StillGotIt to share how they're keeping active whether on the court, the stage or wherever their talents take them.
|Agency||Leo Burnett Chicago|
|EVP, Executive Creative Director||Jeanie Caggiano|
|VP, Creative Director||Amanda Butts|
|SVP, Group Creative Director||Nuno Ferreira|
|Senior Art Director||Stephanie Simpson|
|Senior Art Director||Roberto Blanco|
|Junior Art Director||Lauren Wetula|
|Digital Strategist||Ian Beacraft|
|SVP Account Director||Jean-Mark Kuentzmann|
|Assistant Account Executive||Ginny Lee|
|Associate Producer||Mark Phan|
|Music Company||Jira Productions|
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