I have a soft spot for ads with great copy. It’s one of my many faults. The first time I laid eyes on this Myoplex ad in ESPN magazine I thought I was in love. This campaign is the glorification of your body. Best of all the campaign is simple and doesn’t try promise anything extravagant. While Muscle Milk (one of Myoplex’s main competitors) promises huge muscles and abundant strength, Myoplex approaches it with a softer sell. In my mind the second approach is much better. Like everyone else I tend to use my muscles on a daily basis, but I’m not sure if I want to get “huge”. The Myoplex campaign points this out and still has a little bit of fun with the message. Among my favorite lines are ‘Cutting the Crap’ and ‘Making Some Ca$h Money.” My only critique is that the copy seems to get lazy with the Ect. Ect. Ect. at the end. I get what they were trying to say but ending on something along the lines of Moving mountains is far more compelling to me than a copywriter saying, “hey I got bored, you fill in the times you use your muscles. “
-Jeff
