# Empowering Sporty Commercials Muscle Milk's Playful Ad is Targeted at the Female Athlete By Kalin Ned | Published 2018-08-21 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/sporty-commercial References: [adsoftheworld](https://www.adsoftheworld.com/media/film/muscle_milk_female?className=collection-lb&contentid=292458&inline=true#collection-lb-content) & [musclemilk](http://www.musclemilk.com/) A few years ago Muscle Milk — the popular [protein shake brand](https://www.trendhunter.com/trends/shake-ya-can), switched its marketing strategy to appeal to the female consumer and in 2018, the company is still going strong with a [playful sporty commercial](https://www.trendhunter.com/trends/dynamic-campaign). Dubbed 'Women with Muscles,' the ad is done in collaboration with New York-based advertising agency Mekanism and taps into American soccer player Julie Ertz to convey an inspirational message. The video focuses on women in different narratives — at the gym, during soccer practice, with kids, at a yoga class, in the office and so on. They are shown to be tirelessly working on their physique and toward a healthy happy lifestyle. The sporty commercial highlights a diverse range of individuals both in terms of age and occupation, ultimately sending an [empowering message to women everywhere](https://www.trendhunter.com/trends/dove-and-sports-illustrated). ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 16% | Activity: 50% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What Makes This Trend Stand Out - **Female-centric Marketing:** This trend shows the opportunity for brands to create targeted marketing campaigns that resonate with the female consumer. - **Inclusive Representation:** This trend highlights the importance of showcasing diversity in advertising, providing an opportunity for brands to appeal to a broader audience. - **Inspiring Messaging:** This trend emphasizes the power of uplifting and empowering messages in advertising, presenting an opportunity for brands to connect with consumers on a deeper level. ### Sectors Adopting This - **Sports Marketing:** This industry can leverage the trend of female-centric marketing to create innovative campaigns that engage female sports enthusiasts. - **Fitness and Wellness:** This industry can capitalize on the trend of inclusive representation to promote diversity and inclusivity in fitness and wellness products and services. - **Advertising and Creative Services:** This industry can tap into the trend of inspiring messaging to develop impactful ad campaigns that inspire and motivate consumers. ## Related on Trend Hunter - [Dream Workout Jobs](https://www.trendhunter.com/trends/dream-workout-jobs.md) - [Athlete-Centric Beauty Campaigns](https://www.trendhunter.com/trends/athlete-centric-beauty-campaigns.md) - [Empowering Body-Confidence Sports Ads](https://www.trendhunter.com/trends/doves-2024-super-bowl.md) - [Diversity-Focused Fitness Campaigns](https://www.trendhunter.com/trends/united-we-sweat.md) - [Plant-Based Protein Milks](https://www.trendhunter.com/trends/muscle-milk-2.md) - [Empowering Women Athlete Campaigns](https://www.trendhunter.com/trends/stay-ready.md) - [Esteem-Boosting Campaigns](https://www.trendhunter.com/trends/dove-super-bowl.md) - [Bold Athlete-Centric Campaigns](https://www.trendhunter.com/trends/made-for-athletes.md) - [Empowering Soccer-Inspired Campaigns](https://www.trendhunter.com/trends/renowned-soccer-icons.md)