Smith & Forge’s experiential prank shocks Muscle Beach
One of the greatest strengths of experiential campaigns is the power to have a lasting impact.
As well as creating memorable face-to-face experiences for the original participants, experiential stunts can also be a great platform for social sharing when captured on film.
US-based cider brand Smith & Forge has captured our attention with an amusing prank in a video that’s been shared by millions of people across the world.
Muscle Beach in Santa Monica, California has been a hub of physical fitness since 1934. Famous across the world, fitness aficionados have been visiting the hallowed beach to train for nearly a century. But this month, bodybuilders at the beach were surprised when an unexpected guest popped by for a workout.
Working with a Hollywood make-up artist, Smith & Forge transformed professional CrossFit Games competitor Kenneth Leverich to look like an 84-year-old man. Complete with white hair, wrinkles and a cardigan, Leverich’s makeup was incredibly realistic.
The brand then sent Leverich down to the beach for a workout. Convincingly playing the part of a surprisingly spry pensioner, Leverich puts Muscle Beach regulars to shame with incredible feats of strength - all in front of an ever-more-amazed crowd.
With the whole prank captured in a video, it makes for hilarious viewing.
See for yourself:
The video already had over 27 million views on Facebook in less than 24 hours, and two weeks later it’s now been viewed over 80 million times. Now that’s impressive.
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.