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.
Creative Credits:
Client: Pfizer
Brand: Centrum
Agency: Leo Burnett Chicago
Chief Creative Officer: Susan Credle
EVP, Executive Creative Director: Jeanie Caggiano
VP, Creative Director: Amanda Butts
SVP, Group Creative Director: Nuno Ferreira
Associate Creative Director: Dave Derrick
Senior Art Director: Stephanie Simpson
Senior Art Director: Roberto Blanco
Junior Art Director: Lauren Wetula
Copy Writer: Javier Valle
Digital Strategist: Ian Beacraft
SVP Account Director: Jean-Marc Kuentzmann
Account Director: Effie Gryfakis
Asst. Account Executive: Ginny Lee
Executive Producer: Tom Keramidas
Executive Producer/Producer: Juan Woodbury
Associate Producer: Mark Phan
Production Company: Greenpoint Pictures
Directors: Michael Kuhn & Niles Roth
Executive Producer: Tatiana Rudzinski
Producer: JP Bouchard
VFX/SPX: Utopic
Editorial: Utopic
Editor: Tim Kloehn
Music Company: Jira Productions
Composer: Dejion Madison
Director of Photography: Nate Corbin