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Vivo Life recruits fitness influencer Paul Olima for raunchy new ad

Paul Olima

Featured Press: First published in Marketing Beat

Health and fitness nutrition brand Vivo Life has enlisted popular fitness influencer Paul Olima for a raunchy new ad that showcases the Irishman’s impressive physique.

Marking the brand’s biggest campaign to date, the creative takes a fresh approach to the health and fitness nutrition category by having Olima’s body completely taken over and brought to life with energy via VFX after using Vivo Life products.

Developed in partnership with London-based Media Bounty and production firm Pebble Studios, the 30-second spot showcases Vivo Life’s range of plant-based food supplements, which include protein powders, Omega-3 and coffee.

“In a slightly murky, crowded space where competitors seemed to be doing pretty much the same thing, in the same way… over and over again, we were delighted to inject some much-needed (albeit brightly coloured spandex-clad) humour,” Media Bounty creative director, Francois Boshoff said.

“Fun, as it turns out, still plays a huge part in producing good advertising… ethical or otherwise.”

The central theme was borne out of the insight that the health and fitness category takes itself too seriously, with Vivo Life hoping to act as an antidote to this with its fun, laid-back attitude to nutrition.

Vivo Life founder, Salvatore Notaro added: “Working with Media Bounty was a masterclass in creativity and brand science, transforming our brand essence into a distinctive and entertaining brand advert.”

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