V8 claims parents work harder than professional League players

Juice brand V8 has recruited professional Rugby League player Kalyn Ponga to prove parents work harder, travel further and burn more calories than professional rugby players.

Created by Publicis Groupe, the campaign features Ponga trading in his professional athlete lifestyle for the day to become a stay at home parent to four children.

The two minute digital ad shows Ponga looking after four children for the entire day while he wears a calorie and step tracking device to monitor his energy expenditure over a 10-hour period.

During the day Ponga was tasked with making breakfast, taking the kids to the playground, grocery shopping, mowing, shopping, changing nappies and making dinner.

According to the calorie tracker, the results found that Ponga covered 11.6km in his day of parenting compared to the normal 8.3km he would cover in a football match.

The tracker also claimed Ponga burned 1988 calories parenting, compared to the usual 680 calories burned while playing rugby.

The results of Ponga’s energy tracker

Led by Publicis Groupe’s The Neighbourhood, the ad will appear across V8’s social and digital channels including Facebook and Instagram.

Rebecca Carrasco, creative lead at The Neighbourhood, said in a statement: “We all know professional athletes burn a lot of energy and pay particular attention to their nutritional needs, but we don’t really think about the impact of everyday life on the rest of us, and our need for additional fruit and vegetables.”

Ranita Cowled, marketing director at Campbell Arnott’s, added: “V8 wanted to credit the everyday athletes who sometimes go unnoticed but should be rewarded for the hard work of getting through each day! We believed this experiment would highlight how demanding everyday tasks can be and why parents need more vegetables and nutrients on the go than they realise.”


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