Gronk is going off script. And mainly, that’s because there is no script.
In a new campaign for DNA Vibe, a company behind multi‑mode regenerative wearables, Rob “Gronk” Gronkowski joins the company’s CEO, Perry Kamel, to riff about a product they both believe in.
In a four-minute video created by Amusement Park Entertainment, Kamel evangelizes about the science behind his patented regenerative wearables, which he explains goes beyond red‑light therapy pads relying on optical energy alone. Meanwhile, Gronk, seeing Perry take out a whiteboard, does everything he can to basically stay awake, including running up bleachers, shooting a basketball, juggling limes, and running up even more bleachers.
Ultimately, Gronk brings the message back to something everyone can understand: “Guys, it just works,” he concludes.
“There were no scripts. There was no rehearsal. It was all organic,” Perry told ADWEEK, noting that Jimmy Smith, CCO, Amusement Park Entertainment, would set the vision for the scene and let Gronk and Perry run with it.
That includes Gronk’s exasperated reaction to Perry bringing out a whiteboard, which gave him flashbacks to his playing days in the NFL.
“That’s when I struggled in the football world is when that whiteboard came out because I’m a guy that loves to just do it on the field. I love to learn on the field,” Gronkowski said, adding, “I try my best to pay attention, but I’m the guy who keeps it simple and has the real-world experience that loves to use it and then give feedback. But Perry’s the guy with the brains and science behind it that can talk all day.”
Maria del Rio, CMO, DNA Vibe, told ADWEEK that the campaign will be pushed out across social, with shorter versions of the spot hitting various platforms, as well as on CTV, and different scenes for the ad will be on the way in the coming weeks.
The campaign will also tap into influencer activations throughout the NFL season. Plus, beginning after Labor Day and through football and holiday seasons, Gronk will make select appearances at retail locations, local events, and community activations across the U.S.
Making recovery part of the game plan
Part of the reason the campaign works is that Gronk actually uses the product in his everyday routine. The former NFL star told ADWEEK he came by DNA Vibe through a friend, and it became a natural part of his recovery process, ultimately leading to a partnership with the company.
