Sugar Ray Leonard finds resilience with Midcaps

(New work from McCann)

The latest campaign from McCann New York for State Street Global Advisors campaign captures their spirit of resilience by depicting the knockdown and recovery of one boxing’s greatest middleweights –Sugar Ray Leonard – while interspersing it with some iconic embodiments of MidCap businesses – a pilot, a chef, a medical researcher, a corporate leader and a steel welder.

Life’s been throwing haymakers of late. Businesses have been knocked down, but some, like champion boxers, have shown they have it in them to get back on their feet and get back in the fight. These are the MidCaps. A select group of mid-sized businesses that not only comprise MDY, our client’s MidCap fund, but also form the commercial backbone of the country. 

In a stunning sequence of slow motion, each individual forms part of Sugar Ray Leonard’s fall and recovery, as we hear the champion himself ask us if we have what it takes to get back up. Because at time like this, capturing the investing value of resilience, is more important than ever. Watch below:

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“Get Up” will run on national/cable TV, OTT, OLV, pre roll, and owned social and digital channels.


CLIENT: State Street Global Advisors

  • Stephen Tisdalle Chief Marketing Officer 
  • John Brockelman Sr. Managing Dir., Global Head of Brand Marketing & Comm
  • Kristie Tillinghast Vice President, Advertising & Media 
  • Kelly Beaudin Product Marketing Lead 
  • Michaela Copley Project Manager 

AGENCY: McCann New York

  • Eric Silver Chief Creative Officer 
  • Gene Campanelli SVP, Group Creative Director 
  • Peter Powell SVP, Group Creative Director 
  • Leopold Billard VP Creative Director 
  • Jordan Kramer VP Creative Director 
  • Rob Rawley EVP, Global Executive Account Director 
  • Amber Greenwalt SVP, Group Account Director 
  • Juliana Cresci Account Director 
  • Catherine Peta Account Executive 
  • Nathy Aviram Chief Production Officer 
  • Deb Archambault Executive Producer 
  • Steven Marchione Associate Director of Project Management 
  • Danielle Korn Head of Business Affairs 
  • Kimberly Kress SVP Talent Partnerships 
  • David Halberstadt Integrated Production Business Manager 
  • Will Zweigart VP Communications Strategy 
  • Daniel Lammon Strategy Director


  • Henry-Alex Rubin Director 
  • Patrick Milling-Smith Co-Founder
  • Brian Carmody Co-Founder
  • Drew Santarsiero Executive Producer
  • Andrew Colón Chief Operating Officer
  • Alex Hughes Head of Production
  • Leah Allina Producer

EDIT: No 6

  • Jason Macdonald Editor
  • Corina Dennison Editorial Producer

VFX: Preymaker

  • Verity Kneale VFX Executive Producer
  • Zachery Fortin Producer
  • Angus Kneale VFX Supervisor

STILL PHOTOGRAPHY: Inside job production

  • Carlos Serrao Photographer
  • Laura Hinds Photographer
  • Rep Amy Ground Producer