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Web Film

Centrum: Stay on Top of Your Game


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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. The 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.
Other 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

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

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