• by Les Luchter , 2 hours ago

Josh Allen, Buffalo Bills quarterback and the NFL’s reigning MVP, is no stranger to advertising. In just the past couple of months, he’s debuted in campaigns for Pizza Hut and  Pepsi.  On the healthier side, he recently touted Natrol’s entry into the wellness performance supplements category.

Allen is also no stranger to Therabody, the marketer of massage therapy devices. The star has worked with the company since even before its debut some eight years ago, he and Therabody founder/chief wellness officer Dr. Jason Wersland told a press conference last week. Allen has been an “ investor, a collaborator, and a hands-on contributor to our innovation process,”  Therabody CMO John Solomom added in an email interview with Marketing Daily.

And starting Oct. 14, Allen officially has the title Therabody  performance advisor, debuting with a starring role in “Mini Josh,” a spot launching today over Allen’s own social media channels before Therabody expands the campaign more broadly.

The main ad focus is the brand’s Theragun Mini Plus device, also launching today.

During the press conference, the veteran commercial actor proclaimed “Mini Josh” as the “favorite ad” he’s ever done. In it, he seems to play two roles: himself and a shorter version of himself.  In reality, Solomon reveals, “Mini Josh was actually played by our head of creative’s son, wearing a green screen mask so we could superimpose Josh’s face. Her husband also appears, as the coach.” 

In the ad, regular-sized Josh is shown using the previously released Theragun Pro Plus in the locker room where he extols it as a “total game changer in recovery, with heat, vibration and massage.” Then, the spot cuts to Mini Josh using the Mini Plus, “the same type as the Pro Plus. just more portable.”

Allen credited his acting performance in the campaign to a “great teacher”: his wife, actress Hailee Steinfeld. “I’ve got a good teacher at home,” he explained, “teaching me the ropes.”

“Josh brings real-world insight that’s incredibly valuable to our innovation process,” Solomon added. “He’s working directly with our product and R&D teams, testing new tools, offering feedback, and helping us build devices that meet the demands of elite performance.”

“He’s always been an advisor,” Dr. Wersland stated, “a little bit of a guinea pig over the years. “

Those commercials include two for the Mini Plus, with the new campaign also including “touchpoints across paid, earned, owned, and partner channels,” Solomon said. “On our website and social platforms, fans can find behind-the-scenes content, social-friendly edits, and education about how and why Josh uses Therabody products.”

Products in Therabody’s performance category, Solomon said, typically target “athletes and active individuals who are serious about their training and focused on improving how they perform and recover through our multi-therapy devices,” but “with Mini Josh, we tapped into Josh’s humor and relatability, so we expect the campaign to reach beyond core athletes to a broader audience connected through storytelling and personality.” 

Specific media outlets being used include Peacock, the NBC Sports app, NFL+, the Hudl and Overtime platforms, and a slew of ESPN shows including “College GameDay,”  “Monday Night Countdown” and “NFL Live.”

PMG is Therabody’s media planning, placement, and buying agency across major platforms. 

In-store, Solomon said, “Josh will be featured with key partners such as Best Buy and Scheels to meet fans where they shop.”

In addition to the Mini Plus, Therabody is launching three other products this fall, one of which - the Theragun Sense (2nd Gen) -- will be featured in the Halloween-night season finale of NBC’s “On Brand with Jimmy Fallon” marketing competition show. Allen will make a cameo appearance on the episode, Solomon revealed, which will also feature the CMO and Dr. Wersland. 

 “Marketing for us isn’t only a sales driver,” Solomon explains, “it’s an engine for awareness, connection, and storytelling to build brand love and loyalty. We invest in moments that matter, talent that resonates and ideas that inspire both emotion and action."

The success of the Allen campaign will be measured by such metrics as “brand lift and reach across media, as well as adoption of the Mini Plus and other multi-therapy devices. We’ll also look closely at retail performance and the continued trust and momentum we build with our consumers.”