Clay Matthews is beefy. That doesn’t mean we need to put him in a gym.

It’s obvious he is capable of swinging around some oversized ropes in a darkened gym. No need to show it, right? Plus there’s the paradox of this giant person being a brand spokesman. He’s likable, sure, but unrelatable. You can drink all the Muscle Milk in the world and not look anything like a hall of fame NFL defensive lineman. So I thought it would be fun, and different, to use that constraint as a freeing factor. Why not think of Clay as something like a human special effect? Let him embody what the product can do, rather than just endorse it. Oh, and let him sing!

This was, appropriately, a team effort.

Some of my favorite Mekanism mekanistas helped usher this one along. Joe Beutel, [other guy], of course the man himself Tommy Means. And crucially we had the perfect directors to bring it to life in Terry Timely, which was my third time filming with them.

These looked great, sounded relatively great considering we had a football player handle the vocals, and most importantly were different for the category and super fun and rewatchable.

*add ad age writeup