The Game Changers Documentary is a Master Class in Selling

Robert Lucas
5 min readNov 9, 2019
Photo by Braden Collum on Unsplash

So I watched the Game Changers documentary last night.

If you haven’t seen it yet, here’s what you should know:

It’s about veganism, and it makes a strong case that veganism is not just an optimal diet for health, but for athletic performance as well.

Now I’m not here to debate dietary ethics or merits. That’s not my job.

My job is, however, to let you know when I see good marketing or learn a good marketing lesson. And damn, Game Changers is a master class in making a convincing argument.

Here’s why:

1. It makes veganism sexy.

This is the same thing Elon Musk did for electric cars.

Before Tesla, you had boring hybrids and maybe a weird space-looking thing here or there. Basically…

Electric cars weren’t cool.

If you wanted to virtue signal all over the place, I imagine they were good for that, but that benefit only appeals to a small part of the population.

Then, Tesla came along and made luxury electric cars.

The real benefit of owning a Tesla is showing everyone how much of a baller you are. The environmentally-conscious aspect is just an added benefit.

Owning a Tesla lets you do something good for the environment, look good in the process, and avoids lumping you into the “environmental zealot” category.

It makes owning an electric car sexy.

That’s what Game Changers does for veganism.

Watch the documentary, and you’ll see that a lot of the people they feature in the film are not the stereotypical vegans you think of.

Instead, the documentary is narrated by an MMA fighter who interviews NFL players and Olympic-caliber athletes:

People who are the epitome of strength and athleticism.

It makes veganism sexy.

2. It focuses on what the viewer ACTUALLY cares about.

In the past, the argument for veganism has come from organizations like PETA or people who make the argument…