#Stillgotit
Pfizer
Issue 32 | September 2014
Agency
Leo Burnett Chicago
Creative Team
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 Directors Stephanie Simpson Roberto Blanco Junior Art Director Lauren Wetula Copywriter Javier Valle Digital Strategist Ian Beacraft
Production Team
Executive Producer Tom Keramidas Executive Producer/Producer Juan Woodbury Associate Producer Mark Phan Production Company Greenpoint Pictures Directors Michael Kuhn Niles Roth
Other Credits
SVP Account Director Jean-Marc Kuentzmann Account Director Effie Gryfakis Assistant Account Executive Ginny Lee
Date
June 2014
Background
In a youth-obsessed society, the middle-aged were rarely seen in the media. They were often left feeling invisible and irrelevant or saw themselves portrayed with unflattering stereotypes.
Centrum was a multivitamin brand which wanted to show that older folks 'still got it'.
They set out to encourage people who had experienced life and love to use #StillGotIt to share how they were keeping active, whether on the court, on the stage or wherever their talents took them.
The viral video campaign was the first- ever social-driven campaign created for Centrum and a first for the category.
Idea
Multivitamin brand Centrum took eight men aged between 46 and 63 to Harlem's Goat Park to challenge a group of streetballers half their age to a game of basketball. They set out to prove they still had what it took to be winners.
As expected, the younger players doubted the old men's skills. But when you watch the video, the old guys ended up top dogs.
The games were real, the players were real.
Results
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.
Our Thoughts
I have turned 60, as it happens, and so I am able to identify with this campaign. It is a fact that marketers are obsessed with millennials, even though they have no money and comparatively little drive. Meanwhile, us Baby Boomers, who do have disposable income and do have ambitions still, are largely ignored.
Crazy or what? So I applaud this initiative from Centrum. It would have taken some nerve to buy as an idea because the old guys could have been rubbish and could have been thrashed, in which case there would have been significant investment but no campaign. Full credit that they believed in their target audience!
Watch the video at: http://www.youtube.com/watch?v=Ejtr8PvLpXg