Muscle Milk To Debut New 60-Second Spot Featuring Warriors' Stephen Curry

Muscle Milk's newest 60-second spot featuring Warriors G Stephen Curry "debuts on TV tonight" on TNT when his team visits the Bulls, according to Jessica Wohl of AD AGE. The commercial "begins with a hiker celebrating reaching the summit with a little dancing." Soon, other people "break into dance" to the song "Wiggle It" by hip-hop group 2 In A Room. Later, the spotlight turns to Curry, who "wiggles on the basketball court after hitting a shot." In the new "Strong Feels Good" campaign, the emphasis is on the "success rather than the training, and showcases everyday athletes alongside the superstar." CytoSport VP/Consumer Marketing Josh Mohr said that its Muscle Milk brand "plans to air the campaign, which includes 15-second and 30-second versions of the new commercial, through the NBA Finals, and will then shift to less TV and more digital and social marketing." The company is also "starting to include its newer bars in advertising" (ADAGE.com, 3/2).