Ahead of the NBA All-Star Weekend, NBA star Damian Lillard fronts a new campaign, called ‘Overcome’, for pain relief brand Biofreeze.
The integrated campaign is led by a hero film fronted by the Portland Trail Blazers point guard.
The creative features Lillard fighting through adversity from day one – from his size (he is only 6 foot 3-inches), to injuries and being told he should quit – as he overcomes a series of obstacles in pursuit of being the best.
Lillard is known for his work rate and commitment and the creative shows him works tirelessly on the court, in the gym and in the studio as rapper Dame D.O.L.L.A.
After putting his body through so many tough physical challenges, the message propoisition is that the four-time All-Star is no stranger to the aches – so he uses Biofreeze to relieve the pain and get back to doing what he loves.
The spearhead spot also comes in a 30-second television version
and is supported by behind-the-scenes video amplified across the brand’s digital and social channels
and supported by additional content including a one-on-one, Q&A style film intercut with original hoops footage from Lillard’s youth,
and amplified by the player on his own personal channels.
Behind the scenes look at my upcoming @Biofreeze spot. #Biofreeze #MySecretWeapon #RipCity pic.twitter.com/5ERJbvwAEt
— Damian Lillard (@Dame_Lillard) January 14, 2019
The work dovetails with other hoops content, including work with Lillard’s ‘Rip City’ Trailblazers team
and other sports marketing pieces not featuring Lillard or just basketball.
Comment:
A solid campaign that works its assets and makes the most of its shoot and of its star.
Neatly launched to leverage interest in the 2019 NBA All-Star Weekend (in Charlotte, North Carolina) where eyes will be on Lillard as he competes in the 3-point contest with fellow hoops super stars
Other athlete ambassadors in the Biofreeze stable include US tennis star Sloane Stephens
Back home and back to work. @biofreeze helps to keep me ready to hit the court every day. #mysecretweapon pic.twitter.com/mVwTmp0U3I
— Sloane Stephens (@SloaneStephens) January 23, 2019
and winter sports legend Shaun White,
Heading on a skate trip, gotta pack the essentials…! @biofreeze #ad pic.twitter.com/FqUl7ML5F8
— Shaun White (@shaunwhite) January 21, 2019
while the brand also has team sports partnerships such as its tie-up with the Chicago Cubs.
Days until pitchers and catchers report: 2⃣
Rewatch the full Between Starts series, presented by @Biofreeze.https://t.co/G7bBtw9vTx pic.twitter.com/bvi0KFLFH9
— Chicago Cubs (@Cubs) February 11, 2019
Links:
Biofreeze
https://www.facebook.com/biofreeze
https://www.instagram.com/biofreeze/
https://www.youtube.com/channel/UCdNHbiIdUp4C1mm6Jzn96Zg/featured
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