Health and wellness retailer GNC Holdings is out with a new national brand campaign called “Beat Average.” The campaign is designed to open a conversation with health and wellness consumers about their daily personal wellness goals and how GNC can be their ongoing partner and ally in beating average.
Created by Carmichael Lynch, the campaign — which is an ingenious antithesis to the idiotic self-esteem club, everyone-gets-an-award crap that has forced a generation into self-absorbed entitlement with little regard for achieving anything other than participation – includes a mix of network prime, premium and targeted cable, out of home, newspaper, magazine and online media.
In addition to the TV spot entitled Beat Average that celebrates all the excuses we use to make ourselves feel better about under achieving, there is a social and digital component which encourages people to share how they have beat average by submitting evidence of that through photos and video.
The centerpiece of the effort is a site which collects all submitted content which, in turn, can then be shared with friends and family as well as being featured on the brand’s social platforms and communities.
Anything that rids the planet of the disaster the self-esteem movement has wrought upon the human race is awesome in our book.
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