• by Steve McClellan  @mp_mcclellan, July 19, 2021

Topical pain reliever Icy Hot is out with a campaign that introduces its new brand ambassador, pro soccer star Rose Lavelle. The work is from Icy Hot creative AOR Terri & Sandy. 

Lavelle joins long-time spokesman and former NBA great Shaquille O'Neal in representing Icy Hot an array of ads and channels, including television, digital, social, and PR. 

The new campaign is set in a world of ice and heat, dramatizing Icy Hot’s sensorial experience, newly coined “Contrast Therapy.” One spot finds Lavelle in her element, dominating the soccer pitch, as she pushes through a sore knee thanks to Icy Hot's cooling ice and soothing heat. 

The creative uses special effects to show Lavelle dribbling down the field making moves as she sets herself up for an epic side volley through the back of the net, ultimately conquering her pain thanks to the power of Icy Hot. The campaign uses the existing tagline: “Rise from Pain.”  

Sample the new work here.