There's a distinctly menacing undertone to this spot for NBTY sports nutrition brand Met-Rx, created by Droga5.
It's narrated by a football player who's traveling on a bus through a rural American town, armed with the product. The camera focuses on his piercing blue eyes as he thinks unapologetically about how he's going to ruin the home team's day by annihilating them. That's interspersed with shots of the unsuspecting locals getting ready for game day -- painting faces, flipping burgers and looking cheerful and expectant. Along with the sinister background music, it's all designed to make the viewer feel distinctly uneasy. The tagline for the campaign is "Love the Monster."
The work is in a totally different style to Droga5's other new work for NBTY, its comic and quirky campaign for Sundown Naturals. It was helmed by directorial duo TJ Martin and Dan Lindsay of Furlined, whose documentary "Undefeated," about a struggling Memphis high school football team, won an Oscar in 2012.
Droga5 Group Creative Director Matt Ian said in a statement: "This isn't another sports campaign about trying your best. This is about celebrating the beast that lives inside the fiercest competitors: the heartbreaking, spirit-crushing monster who extinguishes all hope on the field and in the stands. We didn't want to make another underdog story. We wanted something different: an alpha-dog story."