As part of a new campaign that aims to challenge common perceptions of aging, the Centrum multivitamins brand had eight real guys in their late 40's to early 60's ("no NBA ringers, no gimmicks") play basketball against a team of guys half their age.
The "old guys who still got game" -- all lifelong amateur basketball players -- beat the young guys in all four matches, played in Harlem's Goat Park.
Message: Experience and a mental edge won out over physical agility, demonstrating that age need not define people.
The four-minute video showing highlights from the action pulled over 11,000 views in its first day on YouTube. (It's also viewable on Centrum's Facebook page.)
The brand is supporting the video with paid digital, social and search advertising.
A sponsored tweet from retired NBA star turned ESPN sports analyst Jalen Rose also helped drive views: "Hey NBA GM’s. Draft some of these old guys. They got game."