• by Les Luchter , 2 hours ago

“We brainstormed as a team, with Magic Mind on hand, to understand the experience and the effects of the product, in order to travel inside the mind of the consumer,” Jacques Spitzer, CEO/COO of the Raindrop agency, said in a press release announcing  Magic Mind’s first-ever linear TV spot.

“We quickly realized, first-hand, that the real-world benefit was to help unleash, and to feed, that little creative genius inside of all of us.”

The result was “Lil Genius,” in which an office worker is confronted by information overload until the “little genius” inside him gets unleashed by “the world’s first mental performance shot.”  

Witty touches include him protesting at first that he’s fine after three cups of coffee or, if that doesn’t work, “enough caffeine to cure a zombie,” spotlighting a refrigerator full of cans of the fictional “Lightning & Thunder” energy drink.

The ad specifically mentions ashwagandha and lion's mane as ingredients in Magic Mind’s “mental performance shots,” but the product also includes turmeric, other vitamins, amino acids and antioxidants. There are three product versions, one caffeine-free, and two containing different caffeine levels.

The commercial, which comes in a two-minute hero version, as well as :60, :30 and :15 versions,  is now running on linear TV and YouTube, Magic Mind’s CMO Rob Webb told Marketing Daily, with connected TV testing likely “down the road.”

The target audience, Webb said, is “ambitious folks in their 30s and 40s who want a sharper mind and sustained energy throughout the day.”

Magic Mind, which launched in 2020, sells via online subscriptions, and is also available via Amazon and in more than 5,000 retail locations.

In addition to the three products promoted in the new ad, Magic Mind also sells one called “Sleep,” which contains a microdose of melatonin.

“We are very performance-based,” related Webb, with campaign results to be measured by “looking at sales lift across search, website, Amazon and retail.”