In a move that’s turned a lot of heads in both sports and marketing circles, Aspercreme has signed a Name, Image, and Likeness (NIL) deal with Tom Cillo, a 58-year-old college football player. It’s not every day you see a campaign like this—one that blurs the lines of NIL agreements and genuinely inspires anyone who’s ever wondered if it’s too late to chase a dream.
With creative direction from The Martin Agency and media strategy by Havas, Aspercreme has tapped into Cillo’s unusual story to reach adults over 55. The campaign shows how much a well-told story can matter in today’s marketing world.
Breaking New Ground: The Strategy Behind the NIL Deal
Tom Cillo went from powerlifter and Williamsport Recreation Department employee to college football player at Lycoming College. That alone is a story you don’t hear every day.
Aspercreme saw a chance to connect Cillo’s journey with its brand values, hoping to spark conversation and motivate its main audience. The alignment was hard to ignore.
Why Tom Cillo?
Cillo decided to enroll in college and join the football team at 58, which goes against most expectations about age. That made him a natural fit for Aspercreme, a brand that cheers on the energy and grit of people over 55.
Graham Davis, Creative Director at The Martin Agency, pointed out how this partnership felt almost meant to be. Cillo’s perseverance and passion really matched what Aspercreme wants to stand for.
The Perfect Timing
The campaign was timed to launch at the start of football season. That’s when talk about NIL deals is everywhere.
This timing helped Aspercreme grab attention while people were already tuned in to college football and NIL news. It was a smart move, honestly.
Executing the Campaign: Tactics and Media Outreach
To make the campaign pop, Aspercreme and The Martin Agency leaned into earned media and social media. They wanted Cillo’s story to travel far and wide, so they didn’t just stick to one channel.
The approach mixed traditional media outreach, a strong social media push, and some good old local advertising. Each piece played a part.
Earned Media Strategy
First up, the team aimed for coverage from a big-name publication. They picked The New York Times‘ sports section, *The Athletic*, as their “fire-starter publication.”
That choice made sense, since it’s known for sparking stories that get picked up elsewhere. It worked out: soon, Fox Business, USA Today, NewsNation, and the Philadelphia Inquirer all covered the story too.
Social Media Engagement
On social, Aspercreme focused on Meta platforms. They leaned into Cillo’s powerlifting background, sharing photos of him in a sleeveless black shirt—his signature look.
Instagram posts mixed inspiration with behind-the-scenes peeks at Cillo’s journey. People really seemed to connect with it.
Local Advertising
To make sure the hometown crowd felt included, Aspercreme ran a full-page ad in the Williamsport Sun Gazette and put up a billboard near Lycoming’s campus. These local touches made the campaign feel more real and grounded.
Measuring Success: Campaign Results
If you look at the numbers, the campaign did well. Coverage in The New York Times and other big outlets sent the story far beyond its starting point.
On Instagram, Aspercreme’s three posts with Cillo pulled in over 9,700 likes and 230 comments. That’s a lot of people talking.
Long-Term Impact
Beyond the quick wins, there’s something lasting about this campaign. By tying itself to Cillo’s age-defying story, Aspercreme is staking out a spot as a brand that stands up for resilience and second chances.
That vibe could stick with their audience for a long time—and who knows, maybe it’ll help build loyalty that really lasts.
Conclusion: A New Era of NIL Deals
Aspercreme’s NIL deal with Tom Cillo feels like a turning point in how brands approach sports marketing. They really took a risk by teaming up with someone whose story goes beyond age or the usual expectations.
Honestly, it’s refreshing to see a campaign that leans into creative storytelling instead of just playing it safe. Maybe it’s proof that chasing dreams doesn’t have an expiration date—at least, that’s the vibe they’re giving off.
If you’re curious and want to dig deeper, the full article’s over at PRWeek.
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