Watch Gronk Go Off Script in New Campaign for DNA Vibe

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Watch Gronk Go Off Script in New Campaign for DNA Vibe

Rob Gronkowski didn't need a script to talk up regenerative wearables from DNA Vibe

By Bill Bradley

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.

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.

And bringing on Gronk appears to be a big win for DNA Vibe’s first big marketing push. After all, the former NFL star is the type of partner that goes to great lengths for products he cares about, even recently getting dunked into a 500-gallon vat of Raising Cane’s signature dipping sauce at Fanatics Fest NYC.

“That was the first time in my life where I actually felt violated. I’m down to do a lot of things in life, but when I got dunked in that sauce, I felt violated, man. It was against my rights,” Gronk joked.

Gronkowski noted that, with the NFL season kicking off in a few weeks, he has no shortage of potential brand deals, but if he’s not using the product, it’s not something he’s endorsing. The NFL star told ADWEEK he’s turned down several alcohol brand partnerships in the past simply because they don’t fit his lifestyle.

However, Gronk told ADWEEK it’s a different story when it comes to DNA Vibe … or fast-food condiments, for that matter.

“DNA Vibe is better for recovery when you got a little ache or pain. But if you want some smooth skin, if you want some shiny skin, you hop in that Raising Cane’s sauce because you know it has all those oils in it. It made my skin feel nice and smooth,” Gronkowski said. “So it depends what you’re looking for.”

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Bill Bradley is Adweek's deputy TV, Media and Sports editor.

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