Tough Mudder - It's All Been Training

Tough Mudder, the grueling 10-mile obstacle course with thick mud pits and challenges like Electroshock Therapy 2.0, kicked off its first-ever global ad campaign with Rokkan as its creative agency of record. With this latest creative work, the brand aimed to tap into childhood nostalgia and find an older generation of daredevils looking to test their limits and do some crazy things, like subject themselves to being shocked in a field of charged wires.

"It's All Been Training" includes three 30-second spots all looking back at childhood and the idea that, with your friends in tow, you can do anything no matter how scary or dangerous it seems. The campaign's digital component encouraged fans and participants to post photos of themselves doing something fearless (or possibly crazy) using the hashtag #ItsAllBeenTraining for a chance to win a trip for two to any Tough Mudder event in the world.