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<ul><li>The campaign is conceptualised and executed by Gozoop.</li><li>It talks about how this situation has helped all of us reflect on life and what it would mean to Live Well.</li></ul>The global pandemic has pushed everyone inside the four walls of their home, making people rethink their movements and actions. Guardian Healthcare, the master franchisee of GNC, a global leader in health and wellness supplements, has launched a new campaign #IAMPOSITIVE to encourage people to stay optimistic while adapting to the new normal. The campaign, conceptualised and executed by Gozoop, starts with a video where John Abraham talks about how we have been forced to live this life for our good due to the pandemic. The campaign, which rolled out on social media, also highlights how this situation has helped all of us reflect on life and what it would mean to Live Well. <div type="Youtube" id="XvueA9DHIhc" title="I am Positive ft. John Abraham" thumbUrl="https://i.ytimg.com/vi/XvueA9DHIhc/mqdefault.jpg"></div> Elaborating on the campaign message, John Abraham says, “COVID 19 has pushed all of us into fear and negativity. Through this video, we have attempted to showcase the optimism life has shown even in these trying times. The lockdown has connected us to our true purpose as human beings. Once things get back to normal, we should take this opportunity to continue living the right way, while preserving nature, and everything else around us that we have re-discovered. That, to me, is the real meaning of Live Well. <keyword id="9462879" type="UNKNOWN" weightage="20" keywordseo="Guardian-GNC">Guardian GNC</keyword>’s new campaign attempts to inspire all towards the true idea of Live Well.” Shadab Khan – CEO of Guardian GNC India added, “Optimism and positivity are the fundamentals for one’s healthy well-being. At Guardian GNC, we believe in a positive way of living life and our core purpose is to help people Live Well. As we prepare ourselves for the new normal, we all need to nurture our mind and body well, through a good balance of the right exercise, nutrition, meditation and rest.” Talking about the campaign strategy, Prashant Sarwade – Head of Marketing, Guardian GNC in India said, “We all need that extra optimism to bounce back and adapt to a new normal. We felt there is no better way to get inspired than by reflecting on the positive changes in our own lives. We wanted to reach out and connect to the community with our story of optimism, inspired by these little positive changes we all have experienced in the lockdown phase.” According to <keyword id="2456592" type="PERSON" weightage="20" keywordseo="Ahmed-Aftab-Naqvi">Ahmed Aftab Naqvi</keyword>, CEO &amp; Co-Founder, Gozoop, “Once you replace negative thoughts with positive ones, you start experiencing positive results. This isn’t just a campaign for us. It is an expression of our belief on how we can win in the new world.”

Guardian GNC tries to change the definition of #IAMPOSITIVE in its latest campaign with John Abraham

Good morning, AdLand. Here's what you need to know today:
Tostitos <a href="http://www.mediabistro.com/agencyspy/frito-lay-offers-to-remove-grandma-install-speaker-dancer_b59158#more-59158">has two new commercials</a> from Goodby Silverstein &amp; Partners promoting its Southwest-inspired fajita scoop tortilla chips and queso dip. The ads star "O'Hare's Party Repair," a crew of over-the-top maintenance workers that takes any home gathering and makes it a completely wild festivity. Here's "Grandma," in which the O'Hare's crew sets up a disco lounge in someone's house and carts off a boring relative:

Some major changes are happening at AB-InBev. First it was announced that brand ambassador Justin Timberlake, who helped launch Bud Light Platinum, <a href="http://adage.com/article/news/justin-timberlake-leaves-a-b-inbev-joins-beam/291005/">is leaving to create a new tequila called Sauza 901</a> for Beam Inc. Now, just weeks before the Super Bowl, the beverage conglomerate's U.S. marketing head, Paul Chibe, <a href="http://adage.com/article/news/marketing-vp-paul-chibe-leaving-a-b-inbev/291019/">is being replaced by its Canadian vp of marketing</a>, Jorn Socquet.
<keyword id="6354576" type="CITY" weightage="60" keywordseo="Facebook">Facebook</keyword> <a href="http://www.law360.com/media/articles/500132?nl_pk=0f3d775c-787c-4204-9f04-80ba5f188832&amp;utm_source=newsletter&amp;utm_medium=email&amp;utm_campaign=media">was sued yesterday</a> by a user in California claiming the company told his friends he liked the Facebook page for USA Today when he in fact did not. The user filed a class action on behalf of everyone who had a similar problem.
TD Ameritrade's <a href="http://www.adweek.com/news/advertising-branding/td-ameritrade-review-154888">creative account is up for review</a>, and the online broker says it will not retain incumbent Goodby Silverstein &amp; Partners.
The European Commission gave the thumbs up to the proposed Publicis-Omnicom Merger, saying its effects on competition in the <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> industry <a href="http://adage.com/article/global-news/european-commission-clears-publicis-omnicom-merger/290993/">would be constrained</a> by big-time competitors like WPP, Interpublic, Dentsu, and Havas. Publicis and Omnicom are still waiting to hear from regulators in China and Colombia, among other places.
Yahoo <a href="http://www.adweek.com/videowatch/yahoos-mayer-looking-tv-sized-hit-154859">is on the hunt for original programming</a>, with rumors saying the tech giant is looking for projects on which it could spend $200,000 per episode.
BBH New York hired recent freelancer and ex-CP+B creative Gerard Caputo to be its group creative director on the Johnnie Walker, Westin Hotels &amp; Resorts, and Newell Rubbermaid accounts.
GNC <a href="http://www.adweek.com/news/advertising-branding/gnc-finds-new-lead-agency-154786">handed its creative and media duties</a> to Carmichael Lynch. The creative account was previously held by Arnell, and the media account by Cramer-Krasselt. 
Previously on Business Insider Advertising:
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<a href="http://www.businessinsider.com/food-giants-cut-67-trillion-calories-2014-1">America's Biggest Food Companies Sold 6.7 Trillion Fewer Calories In 2012 Than They Did In 2007</a>
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<a href="http://www.businessinsider.com/the-guardians-use-in-moderation-2014-1">The Guardian's Ad For Its New Weekend Edition Is Hilariously Absurd</a>
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<a href="http://www.businessinsider.com/fxs-archer-in-reddits-gone-wild-2014-1">FX's Animated Series 'Archer' Posted (Semi-) Nude Pics On Reddit</a>
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<a href="http://www.businessinsider.com/betabrand-ux-designer-2014-1">This Startup Made Its Website Look Absolutely Terrible So It Could Find A New Designer</a>
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<a href="http://www.businessinsider.com/ford-jim-farley-retracts-statements-tracking-drivers-gps-2014-1">Ford Exec Retracts Statements About Tracking Drivers With The GPS In Their Cars</a>
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<a href="http://www.businessinsider.com/reasons-barnes-and-noble-nook-is-failing-2014-1">4 Reasons Barnes &amp; Noble's Nook Crashed And Burned</a>
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<a href="http://www.businessinsider.com/att-sponsored-data-plan-2014-1">AT&amp;T's Sponsored Data Plan May Change The Balance Of The Mobile Economy</a>
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<a href="http://www.businessinsider.com/burger-king-makes-fun-of-social-media-obsession-2014-1">Why Burger King Gave Away Free Big Macs And Asked 'Sellouts' To Unlike Its Facebook Page</a>
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</ul>

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Guardian GNC tries to change the definition of #IAMPOSITIVE in its latest campaign with John Abraham

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Tostitos Promises To Rid Your Party Of Boring Guests - Like Grandma [THE BRIEF]

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