Icy Hot introduces The Comeback Cavalry
Icy Hot introduces The Comeback Cavalry led by Shaquille O’Neal in their first work from The Martin Agency.
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For years, Icy Hot has been known for its signature dual-action pain relief, the power of ice and heat, otherwise known as contrast therapy.
But beyond that functional benefit, the brand needed to evolve and show consumers what makes Icy Hot better. How do you take two simple words and give them more meaning? How do you make pain relief feel exciting?
Enter: The Comeback Cavalry, The Martin Agency’s first work for Icy Hot, a campaign that creates an immersive world built around the product itself. At the centre of the campaign is a new universe inside the Icy Hot bottle, where a team of Ice and Heat warriors (the Comeback Cavalry) await their call to action. Led by Shaquille O’Neal, the brand’s longtime ambassador but now in his new leader role, the cavalry springs into action at the first sign of a strain, treating even the most everyday pain like it’s an all-or-nothing championship moment.
Credits
View on- Agency The Martin Agency/Richmond
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- Director Keith Schofield
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Credits
View on- Agency The Martin Agency/Richmond
- Director Keith Schofield
- Talent Shaquille O'Neal
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency The Martin Agency/Richmond
- Director Keith Schofield
- Talent Shaquille O'Neal
Rather than focusing on elite athletes and dramatic sports moments, this work shifts the lens to everyday athletes, the ones grinding at the rec league, playing pickup, or pushing through their weekend workouts. Because every moment of pain matters, whether it’s the NBA Finals or a neighboUrhood 3-on-3.
Beyond introducing a new comedic tone for Icy Hot, the campaign also unveils a new tagline: “You’re So Back” it’s a playful spin on the viral phrase “We’re so back,” aimed at deepening the brand’s engagement with culture. The juxtaposition between the high-stakes seriousness of the ‘bottle world’ and the everyday nature of the outside world brings a sense of humoUr to Icy Hot, making the product differentiation both memorable and meaningful.
The campaign, directed by Keith Schofield, started running across TV and social, launching during the semi-finals of Unrivaled on TNT on Sunday, March 16, with an accompanying activation set to launch later this spring.
