BodyArmor SuperDrink states that “Obsession Is Natural” in its latest commercial, created and narrated by Kobe Bryant, who is also a major investor in the company.
The 60-second spot, part of the brand’s largest ad campaign to date, is shot in black and white and stars nine pro athletes, including James Harden, Mike Trout, Richard Sherman, Anthony Rizzo, Skylar Diggins, Andrew Luck, Dustin Johnson, Dez Bryant, and Kristaps Porzingis, training hard and then drinking BodyArmor (with the bottles being shown in colors), while Bryant’s voice says in the background: “There’s only one thing that separates the bad from the good. The good from the great. The greats from the legends. Just one thing. Obsession. It’s a choice. Not a gift. It’s ruthless, pain, sacrifice. Obsession is unforgiving. It’s in everything. But it’s not for everyone. Every athlete has the choice: hunt or be hunted. It’s only natural”.
The ad ends with the tagline “Obsession Is Natural”, penned by Bryant, and with three bottles of BodyArmor alongside the brand’s logo.
The startup sports drink brand based in Queens, New York, is “dedicated to providing today’s athletes the best in sports nutrition & hydration”, with products like BodyArmor Sports Drink, BodyArmor LYTE Sports Drink and BodyArmor Water.