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Library/Campaign/Aspercreme: The 58 Year Old Freshman
Grade B20 sourcesHIS-00719

Aspercreme: The 58 Year Old Freshman

Campaign · 2025 · Notable

46Editable slideCertificate

A paid NIL deal with a college freshman claimed 1.13B earned impressions.

Original · @aspercreme / @cillo.tom
Clip · NewsNation on YouTube
Aspercreme on Instagram: "You lose something when you age. The ability to give a damn about what anybody else thinks. @cillo.tom #NIL #Ad #AspercremePartner"
Aspercreme on Instagram
58-year old makes history playing college football at Lycoming College | Fox Business Video
Fox Business
'I'm older than my coach': 58-year-old set to play college football | Elizabeth Vargas Reports
NewsNation on YouTube
The ‘Unbreakable’ Tom Cillo: Meet the 58-Year-Old College Football Player Tackling a New Chapter (Exclusive)
People, via Yahoo Sports
The One Show 2026 Announces Finalists From 51 Countries
The One Club
Aspercreme | The 58 Year Old Freshman
The One Club (MARTIN* entrant submission)
Official case-study material for Tom Cillo’s Aspercreme sponsorship.
Aspercreme / The Martin Agency
Opella - Aspercreme: The 58 Year Old Freshman - The Clios
The Clios (The Martin Agency entrant submission)
Tom Cillo on Instagram: "Game Day 🔒 @aspercreme #NIL #AspercremePartner #Ad"
Tom Cillo on Instagram
Aspercreme on Instagram: "From delivering newspapers as a young boy, to having a full page ad in one. Congrats @cillo.tom for your continued success and partnership! #NIL #AspercremePartner #Ad"
Aspercreme on Instagram
Tom Cillo on Instagram: "#lycomingcollege #aspercreme #liveyourdream"
Tom Cillo on Instagram
Lycoming’s Tom Cillo, 58, becomes the oldest college football player to sign an NIL deal
The Philadelphia Inquirer

Spread Score

How it works
Reach53Contagion35Breadth30Velocity69LongevityNo data yet46

Numbers

Earned impressions, entrant claim; window undisclosed
1.13B
As of Oct 14, 2026 · Self-reported · Shorty Awards (MARTIN* / Opella entrant submission)
Peak date
Week of Oct 1, 2025
Sep 26 ’25 to Week of Oct 1, 2025
Platforms
6
Started on Instagram
Origin
Mixed
Health & fitness

Mechanics

  • Underdog
  • NewsjackingPrimary
  • Transgression
  • Platform jump
  • Pairing

How it spread

Trace the origin

Aspercreme signed Tom Cillo after his football story drew attention. Its paid NIL video reached sports press and a football forum. The agency extended the campaign into print and roadside ads, then claimed earned impressions and a sales lift.

Dates use the stated precision; chart positions are date anchors.

Oct ’25NovDecFeb ’26AprJunJulAugInstagramPressTVOpen webYouTubeRetail
InstagramPressTVOpen webYouTubeRetail

11 more events on this chart

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Timeline (14)

  1. September 2025

    @aspercreme / @cillo.tom seed · Sep 26 ’25

    Aspercreme posted its training video with Tom Cillo and disclosed the NIL partnership with #Ad.[1][2]

    Aspercreme on Instagram: "You lose something when you age. The ability to give a damn about what anybody else thinks. @cillo.tom #NIL #Ad #AspercremePartner"
    Open the first post ↗

  2. MediaPost press · Sep 26 ’25

    MediaPost reported the NIL launch and the four-year product supply promised to Cillo.[1]

  3. The Philadelphia Inquirer press · Sep 26 ’25

    The Inquirer embedded the ad and reported why Aspercreme selected Cillo.[3]

    Lycoming’s Tom Cillo, 58, becomes the oldest college football player to sign an NIL deal
Origin
Mixed
Sector
Health & fitness
Region
US
Earned impressions, entrant claim; window undisclosed
1.13B
As of Oct 14, 2026 · Self-reported · Shorty Awards (MARTIN* / Opella entrant submission)
Evidence
Grade B

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New cases, every week

How the next thing spread, the week it does.

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Oct ’25NovDecFeb ’26AprJunJulAugInstagramPressTVOpen webYouTubeRetail
InstagramPressTVOpen webYouTubeRetail

11 more events on this chart

Join free to see them

  1. September 2025

    @aspercreme / @cillo.tom seed · Sep 26 ’25

    Aspercreme posted its training video with Tom Cillo and disclosed the NIL partnership with #Ad.[1][2]

    Aspercreme on Instagram: "You lose something when you age. The ability to give a damn about what anybody else thinks. @cillo.tom #NIL #Ad #AspercremePartner"
    Open the first post ↗

  2. MediaPost press · Sep 26 ’25

    MediaPost reported the NIL launch and the four-year product supply promised to Cillo.[1]

  3. The Philadelphia Inquirer press · Sep 26 ’25

    The Inquirer embedded the ad and reported why Aspercreme selected Cillo.[3]

    Lycoming’s Tom Cillo, 58, becomes the oldest college football player to sign an NIL deal

  1. press · Sep 28 ’25

  2. press · Sep 30 ’25

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Why it worked

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