C4 Energy recruits star athletes to carry first global ad campaign

Drink brand C4 Energy and parent company Nutrabolt have "tapped an all-star cast" for the new "Ignite Your Fire" campaign, including NFL rookies Bears QB Justin Fields and Falcons TE Kyle Pitts, Bulls G Lonzo Ball, WNBA Sparks G Te’a Cooper and WWE's Roman Reigns, Bianca Belair and Mandy Rose, according to Sara Century of ADWEEK. Created in partnership with Times10, Burbank, the campaign features a 60-second spot "powered largely by inspirational quotes and perseverance." This is to be followed by a series of videos in which the athlete endorsers "tell their own stories of overcoming adversity." The initiative also will "lean into OOH platforms such as sampling events and billboards, as well as a social media content series and regional broadcasts." This is C4 Energy's "first-ever global advertising campaign" (ADWEEK.com, 8/24).