Icy Hot goes PRO in new campaign

To launch Icy Hot’s new innovation, Icy Hot PRO product line, the brand is introducing two new ambassadors: Pro Bowl Football Tight End for the Las Vegas Raiders, Daren Waller and Grand Slam Women’s Tennis Champion, Sloane Stephens.

Darren and Sloane will make up the Icy Hot Squad along with larger-than-life iconic brand leader Shaquille O’neal and the brand’s most recent addition US Women’s soccer star Rose Lavelle. The Squad will represent Icy Hot across a wide array of content, including television, digital, social and PR.

The new campaign was created by Icy Hot’s Creative Agency of record, Terri & Sandy in partnership with Salutem and United Entertainment Group.

Icy Hot – Icy Hot, Rise to PRO

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Agency Terri & Sandy/New York
Production Company Afterhrs
Director Hans Emanuel

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Credits

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Agency Terri & Sandy/New York
Production Company Afterhrs
Director Hans Emanuel
Chief Creative Officer Terri Meyer
Chief Creative Officer Sandy Greenberg
Creative Director/Copywriter Chris Cannon
Creative Director/Art Director JP Gomez
Senior Copywriter Rebecca Baldwin

Senior Art Director Emily Swenson
Senior Art Director Brian Cho
Executive Producer Thelonious Brooks
Creative Director/Still Photographer Kai Regan
DP Michael Gioulakis
Music Company Duotone Audio Group
Managing Director David Leinheardt
Executive Producer Ross Hopman

Senior Producer Gio Lobato
Studio Manager Dana Hom
VFX Company UPP (Universal Production Partners)/Czech Republic
VFX Supervisor Mario Dubec
Executive Producer Jan Malir
Colorist Ondrej Stibingr
Executive Producer Greg Tiefenbrun
Executive Producer Michael Flexner

Executive Producer Mahlin Diamond
Production Designer Justin Trask
Editor Giacomo Prestinari
Editor Jaclyn (Jacks) Genega
Executive Producer Jan Valter
Audio Post Juan Aboites
Audio Mixer Brady Hearn
Talent Shaquille O'Neal

Talent Sloane Stephens

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In the spot, viewers are transported to the breathtaking world of ice and heat, dramatizing Icy Hot PRO’s sensorial PRO-level contrast therapy. Inspired by Antarctic glaciers and iconic southwestern red rock canyons, the scene of stunning visual effects showcase Shaq and his squad of powerhouse athletes as they make their moves across the epic landscapes.

Demonstrating their incredible athletic talents along the way, the scene ends with the squad ultimately conquering pain thanks to the power of Icy Hot PRO.

While the campaign features the brand’s new PRO product line, the introduction of the Icy Hot PRO Squad is also an important element to the campaign. The brand’s message behind forming the squad is to bring in talent from different professional sports that embody what it means to rise up from pain and demonstrate resilience.

By joining forces, the squad has the power to inspire more athletes across more sports, as well as make an impact by supporting Icy Hot’s initiatives that help young athletes get back in the game by building safe places to play.