McCann New York's film 'Get Up' depicts the knockdown and recovery of one boxing’s greatest middleweights
Life’s been throwing haymakers of late. Businesses have been knocked down, but some, like champion boxers, have shown they have it in them to get back on their feet and get back in the fight. These are the MidCaps. A select group of mid-sized businesses that not only comprise the client’s MidCap fund, MDY, but also form the commercial backbone of the country.
The latest campaign from McCann New York for State Street Global Advisors campaign captures its spirit of resilience by depicting the knockdown and recovery of one boxing’s greatest middleweights - Sugar Ray Leonard - while interspersing it with some iconic embodiments of MidCap businesses - a pilot, a chef, a medical researcher, a corporate leader and a steel welder.
In a stunning sequence of slow motion, each individual forms part of Sugar Ray’s fall and recovery, as we hear the champion himself ask us if we have what it takes to get back up. Because at time like this, capturing the investing value of resilience, is more important than ever.
'Get Up' will run on national / cable TV, OTT, OLV, pre roll, and owned social and digital channels.
"State Street Global Advisors, the third largest asset manager in the world with over $3.2T in assets, continues to differentiate itself in a very crowded market place." said Stephen Tisdalle, chief marketing officer. "Our marketing aim the past several years is to be relevant to what is going on in the market place by tapping into the national and international dialogue about topics and how they impact the investing world. Ever since we launched Fearless Girl in 2017 to promote more women on corporate boards and senior leadership positions, we have sought to explain how we as an asset manager provide investors new ways of securing long term performance and mitigating against key risks that may erode investor portfolios over time. ‘Get Up’ campaign is a unique way of explaining how the MidCap asset class is incredibly resilient when faced with the enormous societal upheaval of the Covid-19 pandemic. We’ve abandoned conventional norms for financial services and depicted how this particular asset class rebounds more rapidly than others when faced with major economic challenges. It is meant to ignite a conversation about this asset class that is frequently overlooked by the marketplace."