A dad gets his 'bod' in better shape for something truly important

Figliulo & Partners subverts a self-improvement montage for Father's Day

By I-Hsien Sherwood. Published on Jun 12, 2018

Editor's Pick

Raising a child can be a beautiful thing, but for some fathers, it triggers feelings of mortality now that the evolutionary imperative has been achieved. Aside from that brief inversion in 2015, dad bods aren't sexy. Neither is wheezing after everyday activities. For many people, the slow decline is just what happens with age. But for those that find the right motivation, plenty of self-improvement options await.

A Father's Day spot for asset management firm American Century, its first work from Figliulo & Partners, follows one such dad as he explores a new world of exercise, green smoothies and morning jogs. Sure, it's difficult, but he perseveres through broken shoelaces, blender mishaps, aches and pains and nosy neighbors. He gets stronger and faster. He does yoga.

And in the end, his reward isn't just feeling younger or looking better. It's Father's Day, after all, and in his more fit form, he can keep up with his daughter as she hits the trail on race day.

The 60-second spot is the first in the "Be More Invested" campaign, which is built on the insight that investment--emotional, financial or otherwise--makes people try harder. That goes for American Century clients, like this out-of-shape dad, and the company itself. "Race" is running on TV as well as online and on social media.

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Jun 12, 2018
American Century Investments
Figliulo & Partners
Mark Figliulo
Scott Vitrone
Head of Production/Partner:
Robert Valdes
Judith Carr-Rodriguez
Head of Strategy/Partner:
Caroline Krediet
Executive Director, Strategy:
Henry Monsell
Creative Director:
Masataka Kawano
Creative Director:
Jeff Scardino
Executive Producer:
Jill Landaker Grunes
Senior Producer:
Peter Ostella
Senior Post Producer:
Meredith Witte
Director of Integrated Business Affairs:
Sara Jagielski
Client Services, Director:
Natalie Troubh
Group Account Director:
Kristin Postill
Account Supervisor:
Alexis De Seve
Media Director:
Laura Ries
Media Supervisor:
Bobby Miller
Group Project Manager:
Amy Blitzer
Louis Sutherland
Director of Photography:
Nate Hurtsellers
Whitehouse Post
Chris Murphy
Assistant Editor:
Sam Ommen
Executive Producer:
Caitlin Grady
Post Producer:
Jessica Mann
VFX & Finishing:
Max Benjamin
Flame Online/Compositing:
Matt Reilly
Flame Compositing:
Chris Wiseman
Animation/VFX Producer:
Paul O'Beirne
Tim Masick
Color Producer:
Kevin Breheny
Color Assistant:
Melina Smith
Music Company:
Chief Creative Officer:
Brian Yessian
Head of Production:
Michael Yessian
Executive Producer:
Marlene Bartos
Senior Producer:
Evelyn Brown
Creative Director & Composer:
Mike Dragovic
Sound Design & Mix:
Heard City
Phil Loeb
Managing Director:
Gloria Pitagorsky
Executive Producer:
Sasha Awn
Andi Lewis
Insights Analyst:
Andrea Mortensen

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