MET-Rx, a sports nutrition brand, has
partnered with actor-wrestler John Cena in "Level Up," its new campaign.
The spot's focus is the Big 100 bar. With 30+ grams
of protein in every bar, it's positioned as a meal replacement on the go. Flavors include super cookie crunch, crispy apple pie, peanut butter pretzel and the chocolate-chip cookie dough.
Joey
Bergstein, CEO of 1440 Foods, said: “This next chapter with Cena underscores the brand's continued ability to engage its core audience while expanding its reach — at a time when
protein is taking center stage. 'Level-Up' marks a meaningful step forward, bringing renewed creative energy and strengthening the connection with our performance-driven community."
Created By
U.N.N.A.M.E.D., the ad places the actor-wrestler in a video game. Just one bite of MET-Rx's protein bar ups his strength — and he levels up like a classic game character. “I hate tossing
out overused words like “authenticity,” but in this case Cena's enthusiasm for the product and brand comes through in a way that’s genuine and palpable,” Jameson LaMarca,
creative director, U.N.N.A.M.E.D., told Agency Daily.
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The spot runs on social media and
CTV.
“MET-Rx delivers the power ups you need to repair and rebuild muscle after a hard workout, so you come back stronger and ready to get to that next level, whatever that means
for you. And when you have John Cena, who looks like a real-life superhero, it lends itself nicely to the fantastical, 1990s video-game-style visuals,” he added.
The brand will also
feature offerings via TikTok Shop, alongside "leveled up" launches throughout the year. Fans can follow on @officialmetrx.
U.N.N.A.M.E.D. has done creative work for Tom Ford, Nike,
Netflix and Samsung.