Outdoor Advertising Captures the Spirit of New Yorkers in Latest Campaign by DAVID New York

CLIF BAR recently launched a vibrant out-of-home (OOH) campaign that honors the energy and determination of the New York City Marathon runners while simultaneously celebrating the indomitable spirit of New York itself. Created by the agency DAVID New York, this innovative campaign draws a powerful connection between the marathon runners and the everyday New Yorkers who cheer them on. The campaign is infused with wit, resilience, and a sense of humor that speaks directly to the heart of the city, reinforcing how both runners and residents face their own “endurance events” every single day.

A Humorous Tribute to the Grit of New Yorkers

The OOH campaign takes full advantage of New York City’s unique culture and persona, using clever and relatable messaging that resonates with both marathon participants and the city’s residents. One standout line—“Energy to Keep Running Against All Odds. Like the G Train.”—highlights the challenges New Yorkers face daily, from braving unreliable public transport to enduring lengthy commutes. This line not only injects humor into the campaign but also evokes the everyday struggles that make New Yorkers some of the most resilient and tenacious people in the world.

In a city where long commutes and hustle culture are a given, CLIF BAR’s messaging taps into the grit and humor that is synonymous with the Big Apple. Whether you’re a marathon runner enduring the 26.2-mile race or a commuter navigating the subway system, the message is clear: New Yorkers face challenges head-on and power through them with determination.

“We wanted to celebrate not only those who run the race but also those who support them—the friends, families, and everyday New Yorkers who cheer them on and help keep the city moving,” said André Toledo, Chief Creative Officer at DAVID NY. “We wanted to show that the energy it takes to get around the city every day is just as much of an endurance event as the marathon itself. New Yorkers don’t just run races—they run the city every day, and we wanted to capture that spirit.”

CLIF Bar’s Legacy of Supporting Runners

CLIF BAR has long been known for its commitment to athletes, particularly runners, and this campaign is an extension of that legacy. With a deep understanding of what it takes to go the distance—whether it’s running a marathon or simply navigating the busy streets of New York City—the brand has positioned itself as the perfect partner for those who embody energy, endurance, and resilience.

“We’re proud to continue supporting the runners during this iconic event, but more importantly, we’re proud to be a part of the energy and resilience that drives New Yorkers every day,” said Nicolas Henault, Senior Director at Mondelēz International. “CLIF BAR is all about fueling those who go the extra mile, and we’re excited to show our support for the runners, the city, and everyone who embodies the ‘New York Energy’ every day.”

The campaign also reinforces CLIF BAR’s deep connection with the running community. Over the years, the brand has become synonymous with endurance, having supported athletes across various sports and distances. This commitment is reflected in their ongoing dedication to runners, whether they are racing across the boroughs of New York City or simply tackling the everyday hurdles of urban life.

Celebrating the Toughness of NYC—And the People Who Make It Great

At its core, the "New York Energy" campaign is a celebration of the people who make New York City so special. From the legendary athletes racing across the five boroughs to the everyday commuters who embody the resilience of the city, this campaign captures the essence of what it means to be a New Yorker.

The campaign is not just about the marathon runners—it’s about the everyday New Yorkers who support them, and the collective energy that defines the city. Whether it’s cheering from the sidelines or braving a daily commute, the “New York Energy” campaign brings to light the shared experience of endurance that binds all New Yorkers together.

“This NYC race is such an iconic sporting event, but it’s not just about the athletes—it’s about the people who make it happen. From the volunteers to the spectators to the commuters, New Yorkers come together to make the marathon possible,” said Toledo. “We wanted to show that the city’s resilience extends far beyond the runners, and that every New Yorker is a part of the journey.”

OOH Campaign Across the City: Connecting with New Yorkers in Every Borough

The "New York Energy" campaign’s out-of-home components are strategically placed to engage with New Yorkers across the city, ensuring that both the runners and the residents are part of the celebration. The campaign features digital panels on street corners and subway entrance screens, strategically placed along the marathon’s route. With a heavy presence in Manhattan, Brooklyn, The Bronx, and Queens, the campaign makes sure that the message reaches the core of the city’s energy, whether you’re running past a digital billboard or waiting for your subway train.

This citywide approach helps amplify the message of resilience and endurance, reminding both marathon participants and everyday commuters of the shared experience they face in the city. The campaign doesn’t just appear on major streets and subways; it integrates seamlessly into the daily rhythms of the city, offering a moment of connection, humor, and inspiration as New Yorkers navigate their busy lives.

A Legacy of Energy, Resilience, and Support

As the campaign unfolds across the streets of New York, it reinforces the spirit of both the runners and the city. CLIF BAR’s "New York Energy" campaign celebrates the energy that powers the marathon and the energy that powers the city every single day. It’s a reminder that New Yorkers never stop running—whether it’s for a marathon or just to catch the next subway.

In a city where the stakes are high and the competition is fierce, CLIF BAR’s campaign highlights the true essence of New York: a place where toughness, resilience, and humor define its people. From marathon runners to daily commuters, this campaign honors the enduring spirit of those who call New York City home—and gives them the energy they need to keep moving forward, no matter the odds.

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