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Centrum's "Stay on Top of Your Game"

14/07/2014
Advertising Agency
Chicago, USA
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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. 
About Leo Burnett Chicago

Leo Burnett Worldwide operates with a simple and singular approach: put a brand’s purpose at the center of communications to truly connect with people. Part of the Publicis Groupe, Leo Burnett Worldwide embraces a HumanKind approach to marketing and is one of the world’s largest agency networks with 85 offices and nearly 9,000 employees. To learn more about Leo Burnett Worldwide and its rich, 80-year history of creating iconic brands, visit our siteFacebook page and follow us via @leoburnett.

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