OVERVIEW

For Ladder, a supplement company co-founded by A-listers Arnold Schwarzenegger, LeBron James, Cindy Crawford, and Lindsey Vonn, Black Rabbit Collective was tasked with creating a high-impact launch video. The goal was to introduce the brand to the world and showcase its unique collaboration between Schwarzenegger and James in a fun and memorable way.

CHALLENGE

As a startup in the competitive supplement industry, Ladder needed a launch that would stand out. With star power at its disposal, the challenge was to leverage the celebrity influence of Schwarzenegger and James while creating a narrative that would resonate with consumers and establish Ladder as a serious player in the market.

SOLUTION

We developed a lighthearted and engaging commercial that featured Schwarzenegger and James locked in a playful yet competitive playlist battle at the gym. This unique dynamic between two icons brought an unexpected twist to the fitness space, sparking intrigue and humor that captivated the audience.

The narrative was designed to emphasize the collaboration between these two powerhouse personalities while subtly tying in Ladder’s message of peak performance through top-quality supplements. The visual approach was bold and dynamic, mirroring the larger-than-life personas of Schwarzenegger and James.

RESULTS

The campaign was a resounding success, garnering over 40 million views online. In addition, the buzz generated by the ad sparked a flurry of earned media articles, with a particularly notable write-up in AdWeek, where the spot was highlighted as:

"A surprising and humorous way to introduce a supplement company, pairing two icons in a playful, unexpected setting."
– AdWeek

The video helped establish Ladder as a challenger brand with major star power and set the stage for continued growth and brand recognition.