In the first seconds of the two new TV spots by Rhone, the lifestyle brand dedicated to championing mental fitness, you will already feel pressure. Rapid-cut training scenes combine with the chant “head in the game” to make that pressure palpable.
The commercials by creative agency, IMA, introduce Rhone’s partnership with five-time All-Star and NBA champion Kevin Love, No. 2 in the Rolex Women’s World Golf Rankings Lilia Vu; and Lauren Hartlage who celebrated her third year on the LPGA Tour in August, who explain the campaign’s mission to elevate public understanding of mental fitness as a proactive approach to health. The campaign aims to bring mental fitness into people’s lives on and off the court, both by inspiring conversations and encouraging action.
The phrase “get your head in the game” often carries a negative connotation, used when someone isn’t performing at their best. Rhone’s Head in the Game campaign flips this narrative.
Claire Bradley, creative director at IMA, commented, “With new partnerships with the NBA and LPGA, we knew this was the perfect moment to bring Rhone’s commitment to mental fitness to entirely new audiences. With a focus on mental resilience, it was important that the campaign be an invitation – showing how mental well-being is an inclusive conversation for all, no matter where you are on your journey.”
The 30 and 15-second TVCs, directed by Nicholas Woytuk, will air across the US on linear television and premium streaming platforms such as Peacock, Hulu, and Amazon. An extended 60-second brand version will be available on Rhone’s channels, in addition to the OOH activations across New York City. The campaign will also extend across retail stores, digital, and social media platforms.
Rhone will also collaborate with community ambassadors to bring the campaign and messaging to life through user-generated content (UGC), social media engagement, and Rhone’s Mental Fitness content hub featuring expert advice, inspiring personal stories, and resources. Additionally, Rhone is rolling out a series of events designed to help everyone get their head in the game.
Ben Checketts, co-founder and creative director of Rhone, stated, “We’re committed to promoting the importance of mental well-being as essential for everyone, and we hope that this campaign helps to destigmatize mental health conversations, along with everything else we do at Rhone to promote this mindset, our brand mission is to positively impact over 100 million lives. Together, let’s get every head in the game.”
The brand will also support fierce mental health advocate, Kevin Love’s commitment to promoting positive mental health, donating to The Kevin Love Fund so that its evidence-based mental health curriculum can be completely free for students and educators, both in the US and globally.
Kevin Love stated “Head in the Game sparks conversations that recognise the brain as a muscle that requires just as much training and attention as the rest of the body. The goal is to redefine the way we approach mental health, ensuring it becomes a key part of overall health and performance. Because when every head is in the game, everyone thrives.”
