Muscle Milk "Women with Muscles" (2017) :30 (USA)

Muscle Milk targets women in this spot which shows women of all shapes and sizes and fitness levels-- from incredibly fit, to just getting started--- enjoying the benefits of exercise and strength training. And Muscle Milk. It is indeed the first women-targeted campaign from the brand. And while it does star U.S Women’s National Soccer star, Julie Johnston, the majority of women in here are regular people. Office workers chained to the desks, moms with newborns, stay at home moms working out in the basement with their toddlers, Venice Beach singles in yoga pants. Women who have never exercised before. There's even one who looks like she might be older than the intended 18-35 demographic. Crazy, right? Middle aged and older women could enjoy your products, too. I will never understand the myopia in advertising that insists 98% of all ads intended for one demographic can only cast people in that demographic. As if we can't be inspired by a younger or older demographic outside our own.
Still, good for Muscle Milk for not pandering. They understand their audience has different motivations for exercising, with only a very few at the top of the pyramid being Julie Johnston, and the rest falling into the "I want to stay healthy," category. Also love the shot of the mom with baby and mom with younger daughter. Pass that habit down.

Agency: Mekanism
Client: Muscle Milk
Founder & Executive Creative Director: Tommy Means
EVP, Director of Creative: Tom Lyons
Associate Creative Director: Joe Beutel
Art Director: Sean Grimes
EVP, Managing Director: Michael Zlatoper
Director of Brand Management: Anna Boyarsky
Senior Brand Manager: Luke Welch
Brand Manager: Sarah Holden
Head of Planning, West: Jeremy Daly
Head of Production: Kati Haberstock
Director of Production Operations: Frank Lewis
Senior Producer: Jess Murray
Producer: Megan Ubovich

Production Company: Hungry Man
Director: Dave Laden
EP: Caleb Dewart
Line Producer: Ahnee Boyce

Editorial: No6
Editor: Lucas Spaulding
Asst Editor: Brian Meagher
Producer: Yole Barra

Finish/Color/Graphics: The Mill
Creative Director: Jay Bandlish
Head of 2D: Randy McEntee
Color: Greg Reese
EP: Krystina Wilson

Music: Travis & Maude
Creative Director: David Wittman