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Ahead of Ad Age's Small Agency Conference in L.A.--right around the corner!--on July 17-18, we're turning the spotlight onto standout work from the industry's tiny but mighty creative players. We continue with New York City-based Walrus, which created this poetically comedic integrated campaign for Avrio dietary supplement Slow-Mag, targetting men confronting the body woes of middle age.

They say 40 is the new 30, but those with creaking bones and aching joints disagree. Which is why, says Avrio Health, activities can feel increasingly difficult, making small victories more meaningful.

In its new integrated campaign, "Feats of Middle Age," from Walrus, things such as clambering out of a swimming pool and exiting a ground-skimming car with a modicum of grace are treated as great feats of strength. The spots end with a spirited, old-fashioned "brought to you by Slow-Mag" magnesium and calcium supplement.

Continue reading at AdAge.com