It may not be the most striking different sports commercial in the world, but it’s not for a sports brand and it is hugely appealing. Emotive’s commercial for high-protein yoghurt brand, YoPro, reminds all athletes that everything they do, no matter how small adds up (like choosing a yoghurt with superior protein) and ultimately helps them to achieve their performance goals.

That message is told in a montage of training sequences – hits and misses overlaid with the campaign message spelled out in message in titles. The campaign continues YoPRO’s Fuel Your Journey platform and follows well-known fitness and sporting personalities Andrew Papadopoulos, Kahn Porter, Abbie Taddeo, Xavier Cook and Ellia Green, through every millimetre of their journeys – every rep, run, workout, shot, fall, fail, test, triumph and choice.

YoPRO Brand Manager, Xavier Gonzalez, commented, “We are thrilled to be launching Every Millimetre Matters. YoPRO’s delicious high protein and no added sugar range has been developed for our core audience of pro-am athletes and fitness enthusiasts as a no compromise pre, during or post work out snack to help them on their journey to reaching their performance goals.”

Talent identification and procurement was managed by YoPRO’s Social Media & PR Agency, Lampoon Group.  

Michael Hogg, managing partner & head of strategy, Emotive, stated,“Brands love to overclaim. With YoPRO, we know a yoghurt probably isn’t going to be the difference between achieving your performance goals or not. But as another little thing that can help you get closer by providing the superior protein you need, when you need it, why wouldn’t you?” 

The campaign is set to run nationally across digital channels, in addition to an integrated social media and influencer campaign created in partnership with Lampoon Group, and consists of a hero, 60-second, 30-second and product cutdowns.

Credits 

Creative Agency & Production: Emotive
CEO: Simon Joyce
Managing Partner & Head of Strategy: Michael Hogg
Business Director: Marshall Campbell
Creative Director: Zane Pearson
Senior Creative & Director: Rory Pearson 
Junior Copywriter: Cameron Burnett 
Junior Art Director: Jackson Tate

Executive Producer: Hayley Ritz-Pelling 
Producer: Michael Hollis  
Production Manager: Alex Bray
Studio Manager: Rebecca Love-Williams
Editors: Tim Chivers & Spencer Austad
Designer: Tim Evans 
DOP: Campbell Brown
Steadicam: Justin Besser 
Sound Design: Electric Sheep 
Senior Sound Designer: Joe Mount 
Executive Producer: Kate Stenhouse

Distribution: Emotive
Head of Distribution & Analysis: Jamie Crick 

Social Media & PR Agency: Lampoon Group
CEO: Josh White
Social Account Director: Lauren Houghton
Social Account Manager: Liz Van Oyen
Talent & Partnerships Manager: Millie Dawson
Public Relations Manager: Emily Simons

Client: YoPRO
Head of Marketing: Blanca Carbonell
Brand Manager: Xavier Gonzalez