Aspercreme, the Opella pain relief brand that’s been
targeting older Americans, on Friday began a campaign with the oldest college football player ever to sign an NIL (name, image and likeness) deal.
The campaign, announced via an Instagram post, features Tom Cillo, a 58-year-old freshman playing for Division III Lycoming College in Williamsport,
Penn.
Launched by The Martin Agency just 72 hours after the signing, the campaign includes a video showing the player training along with his narration, “You lose something when you age:
the ability to give a damn what anyone else thinks. Aspercreme. Act your age.”
An on-screen graphic then reads, “At 58 years old, Tom Cillo is following his dream of playing
college football. Damn right he is. Don't feel your age. Act your age.”
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That’s the same tagline adopted by Aspercreme in a recent brand campaign that featured other real-life older Americans doing yoga,
drumming, rock climbing and motorcycling.
The brand also targeted the demographic with a “Spinal Tap II” tie-in last month. In a YouTube video that has received more than 1.2 million views, the three members of the iconic rock band are revealed to be avid Aspercreme users.
But one of them is disappointed that “it doesn’t work through clothing.”
Aspercreme, which says Cillo was already a brand user, is providing the freshman with a
“four-year supply” as part of the partnership..