Sugar Ray Leonard, one boxing’s greatest ever middleweights, fronts a new campaign called ‘Get Up’ from State Street Global Advisors which celebrates the resilience of US MidCap businesses and promotes the finance brand’s own MidCap Fund.
The campaign, created by agency McCann New York, revolves around the spirit of resilience and looks it is through the lens of the knockdown and recovery of one boxing’s greatest middleweights – Sugar Ray Leonard.
The integrated campaign, intersperses boxing footage with some shots which embody the commitment and determination of MidCap businesses: including a pilot, a chef, a medical researcher, a corporate leader and a steel welder.
The lead spot and OOH executions feature a striking slow motion sequence of a famous Leonard fall and recovery in the ring, while the boxer himself asks whether we the viewer/consumer have what it takes to get back up.
The ‘Get Up’ campaigns spans US national and cable television, plus OTT, OLV, pre roll and owned social and digital channels.
The campaign was created for State Street Global Advisors CMO Stephen Tisdalle, Global Head Of Brand Marketing John Brockelman, VP Advertising and Media Kristie Tillinghast, Product Marketing Lead Kelly Beaudin and Product Manager Michaela Copley by a team at creative agency McCann New York.
The group at McCann included CCO Eric Silver, SVP Group Creative Directors Gene Campanelli and Peter Powell, Creative Directors Leopold Billard and Jordan Kramer, EVP and Global Executive Account Director Rob Rawley, SVP and Group Account Director Amber Greenwalt, Account Director Juliana Cresci, Account Executive Catherine Peta, Chief Production Officer Nathy Aviram, Executive Producer Deb Archambault, Associate Project Management Director Steven Marchione, Head Of Business Affairs Danielle Korn, SVP Talent Partnerships Kimberly Kress, Integrated Production Business Manager David Halberstadt, VP Communications Strategy Will Zweigart and Startegy Director Daniel Lammon.
Production was by Smuggler, the director was Henry-Alex Rubin, editorial was by No 6, post by Preymaker, with photography by Carlos Serrao and Laura Hinds.
Comment:
The idea behind the campaign is that in times like these, capturing the investing value of resilience is more important than ever.
Life has certainly been throwing plenty of punches at businesses of all kinds over the last year and, like Chumbawumba, the simple champion boxer idea behind this campaign is ‘I get knocked down, but I get up again’.
The campaign celebrates not just the select group of mid-sized businesses which State Street has selected for its MidCap Fund, but also all the companies which form the commercial backbone of the USA and many other countries.
Links:
State Street
McCann New York
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