To promote Bayer Healthcare's fizzy energy product, Berocca, JWT New York tapped comedian and "The Soup," star Joel McHale to play an over-the-top motivational speaker named Brock Spedwell. In the push, directed by Gifted Youth's Jake Szymanski, Spedwell performs extreme demonstrations of mundane actions to show the product's benefits for the body and mind. He screams and throws swords, whips his ponytail mullet, and karate chops a paper towel in the online film called, "Mind and Body" that launched via a tweet from McHale on July 25, 2014. A new TV spot, which began airing today, features Spedwell destroying a dollhouse to the delight of his awestuck audience.
The campaign is for the U.S. launch of Bayer's Berocca energy brand, which also uses humor in some of its overseas ads. It's trying to differentiate itself from other energy products in the U.S. by stressing that its support is both mental and physical - an idea that's drilled in with Spedwell's catchphrase, "respect the mind, respect the body."