Campbell Arnott’s has launched a new campaign for V8 dubbed ‘Stay at Home Athlete’, enlisting the help of NRL player Kalyn Ponga to show the physical challenge of parenthood.
The experiment represents a day in the life of the average Aussie parent, and tracks the energy output compared to the amount a professional rugby league athlete expounds during a match.
For this, they brought on NRL star Kalyn Ponga of the Newcastle Knights, and tasked him with looking after four children, all aged under 12, and the family dog, Ruby.
The 20-year-old professional athlete was left with a camera crew and accredited sports dietician to monitor him during the full day of parental duties.
Over a 10-hour day, Ponga was tasked with a long list of tasks, including making breakfast, pouring V8 Juice, taking the kids to the playground, mowing, cleaning, grocery shopping, changing nappies and fixing dinner.
Over the course of the day, it was found that Ponga burnt over 1300 calories more than he would typically burn in an 80-minute professional rugby league game (1988 versus 680).
The experiment, which was measured by accredited sports dietician, Rebecca Hay, was conducted by V8 to highlight how demanding adult lives can be and the need to top up their vegetable intake to help meet their daily requirements.
The 180-second digital ad launched on Ponga’s Instagram and Facebook pages, V8’s Instagram and Facebook pages, and Campbell Arnott’s YouTube channel.
Campbell’s marketing director Ranita Cowled said: “V8 wanted to credit the everyday athletes who sometimes go unnoticed but should be rewarded for the hard work of getting through each day!
“We believed this experiment would highlight how demanding everyday tasks can be and why parents need more vegetables and nutrients on the go than they realise”.
The Neighbourhood creative lead Rebecca Carrasco added: “We all know professional athletes burn a lot of energy and pay particular attention to their nutritional needs, but we don’t really think about the impact of everyday life on the rest of us, and our need for additional fruit and vegetables”.
Jacqueline Gonzales [featured image] is the Head of Global Marketing at Squarespace. In this piece, she shares her best pieces of advice for launching a campaign globally. It’s estimated that we see between 6,000 to 10,000 ads every single day. In today’s digital landscape we’re constantly bombarded by so many different brand messages from every […]
From the audio producer of The Teacher’s Pet comes The Elements, a new Acast Creator Network podcast hosted by Thredbo survivor Stuart Diver. The Elements is a podcast that journeys into the heart of surviving a natural disaster and will be hosted and distributed by the creator-first podcast company Acast as part of the Acast Creator […]