This campaign is so silly. Addictively, laugh out loud, never forget it silly. In its world – where advertising is full of OTT claims solving needs you never you had – it’s a launch campaign standout. The campaign is for brand, Create’s, new Creatine + Electrolytes product. The clever creative comes from independent creative agency, SLAPS.

Everyone agreed it was a breakthrough, but nobody could agree on what to call it besides, obviously, Creatine plus Electrolytes. So that became its name. And, for SLAPS, the campaign.

The mockumentary-style campaign, shot deliberately like The Office meets Please Don’t Destroy, opens the doors of Create HQ mid-launch crisis. Scientists, interns, a strangely insightful pizza delivery guy, the real founders, and the brand’s gummy mascot all descend on the boardroom, united in agreement that the new product is a breakthrough and completely unable to agree on anything else.

Watch:

By the end of 45 seconds, you’ve heard “Creatine plus Electrolytes” enough times that it’s burned into your brain. The look was a deliberate act of restraint – no glossy production, no colour grading, no music cues, no special effects. Handheld, fast and slightly chaotic, the camera walks into rooms as if it had just arrived.

The teaser, that went live on March 23, opens in spaghetti western mode: smash cuts between Dan, Sienna, a scientist, a nervous employee and the gummy mascot in an increasingly tense boardroom staredown, set to low drums and whistling tension, with no product in sight. The super reads, “The biggest launch in Create history is coming.” The product reveal is saved for the hero film.

The campaign also includes a series of social shorts.

“We are a brand that is building in public. We share a lot of behind the scenes from our office, and the founders are really present voices for the brand. We loved this idea because it extends what’s true about us but does it in a more elevated and expert way, without losing the DIY feel of a brand that doesn’t take itself too seriously. SLAPS understood that vibe and how to announce this step for the business in a way that felt big and exciting but also grounded and unpretentious,” stated Beckley Mason, head of marketing, Create Wellness

“We knew from the brief that the name was the idea. Creatine and electrolytes work better together, that’s the product’s truth, and ‘Creatine + Electrolytes’ is the most honest thing you could possibly call it. So we leaned into the absurdity of that and made something people actually want to watch. From the start this was built as a social-first campaign. Every execution designed to stop the scroll, not just support the hero film,” added Sebastien Vandecasteele, founder, SLAPS

“We treated it like a truth, not a campaign. Honestly. Real settings. Real characters. The actual real founders. Shot in this deadpan, observational way that makes the obvious feel weirdly fresh again. The humour isn’t forced, it just sits there, because these two things so clearly belong together. Which is also where the name does all the work. It’s the problem and the punchline. And yes, we absolutely pushed to see how many times we could say Creatine + Electrolytes. Spoiler, it’s a lot,” added Dave Bonaparte, creative director, SLAPS.

Within its first week since launch, the campaign drove significant early traction for the new product line. Create recorded over 5,000 new customers and sold 4,480 units, with strong early momentum on Amazon alongside positive reception from retailers and customers alike.

Credits:
Client: Create Wellness
Co-CEOs & Founders: Dan McCormick & Sienna McCormick
Head of Marketing: Beckley Mason
Studio Director: Ash SteeleBrand Director: Caroline Stoddard
Agency: SLAPS
Founder: Sebastien Vandecasteele
Creative Director: Dave Bonaparte
Senior Art Director: Ruca Verde
Senior Creative: Bianca Baracco
Account Director: Kelsey DeMarco
Production Company: Out of Office Films (OOOF)
Executive Producers: Noah Williams and Evan Dinger
Director: TJ Misny
DOP: TJ Misny
Set Designer: Amanda Asa
Stylist: Regina Melady
Editor: Mauri de Haro
Sound Designer: Mauri de Haro
Colourist: Adrià Porta