Don’t Argue
Optimum Nutrition
In a category as dry as protein powder, we tapped rising AFL star Harley Reid to bring real sports culture to Optimum Nutrition.
However, after he gave hostile fans the middle finger mid-match and copped a media pile-on, most brands would've benched him. Not us. We turned the controversy into the play of the season: a deadpan "apology" where he didn't say sorry for the gesture, but for flattening opponents with his signature don't argue' move. Mid-apology, he casually whipped out a tub of Optimum Nutrition, sparking a national conversation about muscle recovery you simply couldn't argue with.
