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Droga5's ominous campaign for sports supplement strikes a brooding tone

A new spot for nutritional supplement brand MET-Rx from Droga5 takes a very different approach than the agency’s work for other sports-related brands . The "Love the Monster" campaign, which launches today, focuses on the more aggressive aspects of competition. An 80-second hero spot follows the slow approach of a visiting high school football team as it rolls into town, while a player mentally prepares for the game – contemplating this community’s coming despair in a kind of preemptive eulogy. The spot, as well as 15- and 30-second versions, runs on ESPN, supported by social media and a video integration on the sports training website Stack.com.