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Centrum's "Stay on Top of Your Game"

Leo Burnett Chicago , Mon, Jul 14, 2014

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. 
Client

Advertiser: Pfizer

Brand: Centrum

Creative Agency

Creative Agency: Leo Burnett Chicago

Copywriter: Javier Valle

Art Director: Stephanie Simpson, Roberto Blanco, Lauren Wetula

Executive Creative Director: Jeanie Caggiano

Chief Creative Officer: Susan Credle

Group Account Director: Nuno Ferreira

Executive Producer: Tom Keramidas, Juan Woodbury

Production Company

Production Company: Greenpoint Pictures

Executive Producer: Tatiana Rudzinski

Director: Michael Kuhn & Niles Roth

DOP: Nate Corbin

Producer: JP Bouchard

Offline

Edit Company: Utopic

Editor: Tim Kloehn

Post Production / VFX

Studio: Utopic

Music

Composer: Dejion Madison

Music Production: Jira Productions

Category: Beauty/health, Health care

Genre: Stunts, choreography

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