MET-Rx, a pioneer in sports nutrition, recently unveiled its new national advertising campaign, “Love the Monster.” Created by Droga5, the new campaign celebrates athletic dominance, taking preparation and confidence to the field. The 15, 30 and 80 second spots, directed by Academy Award winning documentary filmmakers TJ Martin and Dan Lindsay, follow a football player on his team bus as it rolls into a rival town, focusing on the preparation and energy needed to love the monster within and dominate on the field. The new spot marks the first national advertising campaign for the MET-Rx brand in decades.

As Matt Ian, Group Creative Director at Droga5, puts it, "This isn't another sports campaign about trying your best. This is about celebrating the beast that lives inside the fiercest competitors: the heartbreaking, spirit-crushing monster who extinguishes all hope on the field and in the stands. We didn't want to make another underdog story. We wanted something different: an alpha-dog story."