Rebranding campaign for GNC. Instead of showing the hardbodies and well chiseled physiques of past GNC campaigns we turned our focus on an enemy we all share: Average. Average is out there tempting you to skip that morning run and telling you to devour every last cookie in the box. But with GNC's help you can beat average. TV and web videos directed by Mike Mills.
Featured in the 2014 Communication Arts Advertising Annual.