Coca-Cola spent hundreds of millions of dollars sponsoring Euro 2020. It spent years preparing for one of the world’s most watched soccer tournaments after the Summer Olympics and FIFA World Cup. Coke’s iconic logo sat among European soccer’s brightest stars; it even had bottles of its flagship cola on the postgame podium. Then, the unexpected…
Gatorade is back to gleefully shame more of its own consumers for being lazy and out of shape—this time with a roving crew of top athletes and nasty sportscasters, who all pop out of the back of a box truck to mock them for drinking the beverage while not sweating.
TBWAChiatDay launched a new digital campaign with a series of online spots starring Houston Texans defensive end J.J. Watt, Washington Nationals right fielder Bryce Harper and 2016 NBA Rookie of the Year Karl-Anthony Towns Jr.
In the spots, announcers point out an individual casually enjoying a Gatorade without breaking a sweat. Then one of the athletes pops up to make the person “burn it to earn it.” In “D Up with Karl-Anthony Towns,” for example, he slaps a man’s Gatorade out of his hand. Then he gives him a basketball and once he’s broken a sweat, and been thoroughly humiliated by the 7 foot tall Timberwolves center, he’s allowed to have his drink back.
The approach is very similar to a digital campaign from two years ago featuring Rob Belushi, Peyton Manning and Cam Newton. It’s essentially a defensive approach, staving off criticism of the company for peddling sugar water with the concept that the drink is meant for athletes who have “earned” the sugar by burning calories.
“With sugar being such a hot topic of conversation, especially in the beverage space, we wanted to talk about it head on — that our product is for athletes, the sugar is functional. It’s in there for a reason, to help fuel athletes and we are actually proud of it,” Gatorade head of consumer engagement Kenny Mitchell explained to AdAge. “We just want to make sure folks are earning it [and] we wanted to make sure that message is clear.”
It also calls to mind a bit by the late comedian Mitch Hedberg, who said, “I’m thirsty for absolutely no reason, other than the fact that liquid has not touched my lips for some time. Can I have a Gatorade too, or does that lightning bolt mean no?”
With these spots and the similarly-minded earlier effort, the brand seems to be saying that no, you can’t. That approach is at least a little unusual in that it risks alienating a segment of the brand’s audience (namely, just thirsty dudes). But then that may be taking the ads a bit too seriously.
TBWAChiatDay teamed up with Moonbot Studios (who you may remember from such animated spots as “The Scarecrow” for Chipotle) to create a Gatorade short telling the origin story of Jamaican runner Usain Bolt.
The spot, entitled “The Boy Who Learned to Fly,” opens with Bolt’s mother telling him he’s going to be late for school. For a boy of normal speed, she would probably be right, but Bolt sprints off, scoring a goal in a pickup soccer game and impressing a track coach on his way to class, sliding into his desk just before the bell rings. Said track coach becomes Bolt’s mentor, providing him with lunch (which he forgot in his haste to leave his house in the morning) in exchange for winning a race and then informing him of his potential for greatness and what it will take to get to that point.
From there, the spot flashes forward to the 2002 Junior Championships and the increasing pressure put on Bolt to win.
It’s a fun approach, with the imaginative and colorful animation matching its tone.
Aside from a Gatorade poster as Bolt walks down the tunnel into a track field at the beginning of the spot, the Gatorade brand doesn’t make an appearance until almost the five minute mark, when a modern day Bolt is handed a Gatorade bottle by a water boy. The spot really plays more like a branded short than an ad, with Gatorade aligning itself with the likable Jamaican track legend.
Maybe that’s for the best, as the lack of more overt branding certainly helps keep things light, enjoyable and shareable for both kids and adults while still gelling nicely with the larger “For the Love of Sport” campaign. As proponents of brevity, we do wonder if this story could have been told in a slightly shorter format (the spot runs almost six minutes long). That being said, it doesn’t drag nearly as much as you’d expect given the run time. Check out the making of short below for more on how “The Boy Who Learned to Fly” came together.
Credits:
Client: Gatorade
Agency: TBWA/Chiat/Day Los Angeles
Production Company: Moonbot Studios
Senior Vice President, General Manager: Brett O’Brien
Senior Director, Consumer Engagement: Kenny Mitchell
Director of Digital Strategy: Jeff Miller
Manager, Digital Media: Abhishek Jadon
Senior Director Sport and Athletic Services: Jeff Kearney
Sports Marketing: Kyle Grote
Sports Marketing: Aminah Charles
Chief Creative Officer: Brent Anderson
Executive Creative Director: Renato Fernandez
Creative Director: Mark Peters
Senior Copywriter: Cyrus Coulter
Senior Art Director: Paulo Cruz
Director of Production: Brian O’Rourke
Executive Producer: Guia Iacomin
Senior Producer: Stephanie Dziczek
Producer: Cristina Martinez
Print Producer: Gabriella Nourse
Art Producer: Gabrielle Sirkin
Managing Director: Jerico Cabaysa
Brand Director: Robyn Morris
Brand Manager: Erika Buder
Associate Brand Manager: Theo Kirkham-Lewitt
TBWAChiatDay L.A. launched a new spot for Gatorade featuring Serena Williams, Usain Bolt, April Ross and Paul George training hard with some help from their younger selves.
The spot opens with Williams waking up to an alarm and Young Serena saying “It’s time to play” before heading for the court. Viewers are then introduced to young versions of the other stars, who continue to push their respective older selves through rigorous training throughout the spot, set to Jimmy Durante‘s “Young at Heart.”
The message is underscored with the line “The Best Never Lose That Love” at the ad’s conclusion, gelling nicely with the overall “For the Love of Sports” brand message. In addition to the 60-second spot, the campaign also includes “Fuel the Love Forward” spots featuring Bolt, Williams and Ross telling their own stories. Additionally, Gatorade is furthering the youth sports connection by asking visitors to the campaign landing site to vote for which youth athletic charities the brand should donate to.
Peyton Manning is back to shame more lazy people into earning their Gatorade with sweat, and this time he’s brought his brother with him.
In a new reality-style ad series from TBWAChiatDay, Peyton, quarterback of the Denver Broncos, and Eli, quarterback of the New York Giants, play coach to college students who are foolishly trying to use money to get drinks out of a Gatorade vending machine. Rob Belushi, who starred as the convenience store clerk in a similar series last year, returns here as a deadpan janitor.
Despite the possibility that everything is staged, the reactions of the kids, when it dawns on them that the two adults hovering over him are actually football stars, are pretty priceless. And it’s refreshing to see an automated dispenser that refuses to comply, no matter what you do. (The kids are advised that they have to “Sweat it to get it,” but that doesn’t seem to work, either.)
Some other spots show Houston Texans defensive end J.J. Watt putting other students through the wringer in various ways.
The concept first launched last August. The “Sweat it to get it” tagline is still charmingly snide, but seems to cut out a significant portion of the population who drink Gatorade only to recover from hangovers—unless that counts as hard work, which it should.
Regardless, the Mannings can’t easily beat their ridiculous rap bit for DirecTV—at least not by sitting back and letting everyone else do the heavy lifting.
Gatorade really does love sweat.
Last year, the brand’s hidden-camera ads with Peyton Manning and Cam Newton required customers at a convenience store to “sweat it to get it.” If would-be consumers couldn’t show visible signs of a workout, they couldn’t buy Gatorade.
Now, an epic new spot—created by TBWAChiatDay and voiced by Michael Jordan—makes it clear that “not all sweat is created equal.” In other words, if your sweat isn’t the intense kind, spilled in pursuit of sporting glory, then your sweat is pretty boring, and you should probably try harder. (That way, you’ll sweat more, and need more Gatorade.)
It’s a well put-together, if slightly obvious play—featuring celebrities like Serena Williams, April Ross and Usain Bolt, and released on the heels of the brand’s revival of its famous “Be Like Mike” campaign. The new ad does have at least one YouTube commenter a little nervous about the contents of the sports drink, though.
TBWAChiatDay’s latest ad for Gatorade officially launched yesterday, and it has a few key elements in common with the agency’s past work for the brand: Michael Jordan and sweat. Lots of sweat.
As Jordan himself clarifies in his role as narrator, however, Gatorade doesn’t love all sweat:
The point made by Jordan with the help of fellow athletes Serena Williams, Usain Bolt, April Ross and JJ Watt is that Gatorade helps athletes deal with the good kind of sweat–the kind that comes after a hard workout rather than, say, the kind that stems from anxiety about the legal status of your startup.
Unlike TBWA’s last campaign for the client, this one does not lean on classic taglines. It does, however, reinforce Gatorade’s key message: that its product serves as the fuel on which the world’s top athletes run. As the release tells us, the ‘ade has “been fueling athletes for over half a century” and will continue to do so.
TBWA will also continue to help spread that message: last month the agency promoted Renato Fernandez, the creative who’s been working on Gatorade for years (first at AlmapBBDO) to the position of worldwide creative director “with responsibility for the Gatorade brand.”
Readers were slightly confused by the promotion because TBWA told us that the role played by its global CD for the Gatorade account will not change in light of Fernandez’s promotion. The point, though, is that the sports drink will continue to be one of the Omnicom shop’s marquee clients for the foreseeable future.
Just look at all these credits!
Agency: TBWAChiatDay
Client: Gatorade
Chief Creative Officer: Stephen Butler
Executive Creative Director: Brent Anderson
Worldwide Creative Director: Renato Fernandez
Copywriter: Scott Cleveland
Art Director: Pierce Thiot
Executive Producer: Sarah Patterson
Producer: Lacy Plunk
Managing Director: Peter Ravailhe
Brand Director: Simon Nicholls
Brand Manager: Robyn Morris
Sports Marketing AE: Erika Buder
Associate Brand Manager: Samantha Sabine
Group Planning Director: Scott MacMaster
Global Planning Director: Martin Ramos
Planner: Matt Bataclan
Director of Business Affairs: Linda Daubson
Senior Business Affairs Manager: Laura Drabkin
Talent Payment Manager: Mirielle Smith
Traffic Manager: Judy Brill
Executive Project Manager: Karen Thomas
Production Company: Imperial Woodpecker
Director: Mark Zibert
Executive Producer: Charlie Cocuzza
Producer: Matt Wersinger
DP: Mattias Rudh
Editorial: Whitehouse Post
Editor: Charlie Harvey
Assistant Editor: Devon Bradbury
Producer: Jonlyn Williams
Executive Producer: Joni Williamson
Post EFX: The Mill
Senior Exec Producer: Sue Troyan
Exec Producer: Enca Kaul
Senior VFX Producer: Kait Boem
Shoot Supervisor: John Leonti
Executive Creative Director: Phil Crowe
Creative Director : John Leonti
2D Lead: Narbeh Mardirossian
3D Lead: Simon Brown
2D Artists: Tim Bird, Scott Wilson Edward Black, Jale Parsons, Tara DeMarco
3D Artists: Josh Hatton, Kelvin Liang, Krystal Sae Eua, Monique Espinoza, Richard Fallat, Robert Chapman, Jenna Kind, Steven Olson, Thom Price, Bridget Warrington, Juan Zavala, Katie Yancey, Mike Di Nocco, Ashraf Ghoniem, Phill Mayer, Koen Vroeijenstijn, Ed Boldero, Brett Angelillis, Berk Hakguder
Matte Painting: Itai Muller, Chris Goodrich
Motion Graphics: Justin Sucara
VFX Coordinator Daniel Midgley & Greg Dupree
Colorist: Adam Scott
Color Exec Producer: Thatcher Peterson
Color Producer: Antonio Hardy
Post EFX End Card: The Mill
Music Supervision:
Music Supervisor: Andrew Kahn, Good Ear Music
Music Licensing: Mega, Inc.
Madeline Adami
Danny Socolof
Sound Design & Final Mix:
Mixer: Rohan Young
Assistant Mixer: Jeff Malen
Music:
Song: “Step Up”
Artist: Mapei
Can we be even more like Mike?
Gatorade’s 50th anniversary celebration continues with three spots from TBWAChiatDay, each reimagining the iconic Michael Jordan-inspired “Be Like Mike” jingle we’ve been humming for nearly a quarter century.
An impressively remastered version of the original Bayer Bess Vanderwarker ad from 1992 was unveiled last month during the NBA’s All-Star weekend. Visuals from that spot appear in these three new commercials, but each has its own unique vibe.
“Groove Like Mike,” my favorite, feels like the ’70s, with retro-cool animations and a righteously funky take on the song. “Move Like Mike” finds gym rats, inspired by footage of No. 23 playing on monitors around the place, working out and scrimmaging to subtly insistent beats. (Maybe the NBA will adopt that backboard video screen to blast ads during games.) “Dream Like Mike” shows a kid playing driveway hoops against MJ, a bold mix of “Be Like Mike” driving him to new heights.
The clips are fun, multilayered and reward multiple plays. Animal Music did a fine job with the remixes, giving all three versions a fresh sound while staying true to the spirit of the original. There’s just one problem. Now, that damn song will be stuck in my head for at least another 23 years!
CREDITS
Client: Gatorade
Agency: TBWAChiatDay, Los Angeles
Creative Director: Renato Fernandez
Art Director: Pierce Thiot
Copywriter: Scott Cleveland
Producer: Garrison Askew
Music Production Company: Animal Music
For those of us who’ve spent too many hours digging through YouTube trying to find good-looking versions of classic ads, this is quite a treat: As part of its 50th birthday celebrations, Gatorade has digitally remastered its classic “Be Like Mike” commercial with Michael Jordan after almost a quarter century.
And it really looks good. The old Bayer Bess Vanderwarker spot is completely cleaned up, so you can enjoy seeing Mike play cute pickup games with kids and laugh ridiculously with his actor-teammates like it’s 1992 all over again. (Except for that hashtag at the end!)
Gatorade is doing a whole bunch of “Be Like Mike” stuff around the NBA All-Star weekend, including a “live event experience” in New York featuring Dominque Wilkins and Horace Grant, who will “help visitors do their best impressions of Jordan by ‘Shooting like Mike,’ ‘Dunking like Mike’ and ‘Striking iconic poses like Mike.’ “
The sports drink will also be selling special bottles of Citrus Cooler (Mike’s favorite) with a retro label starting at the end of March.
In fact, the only thing missing from return of “Be Like Mike,” it seems, is present-day Mike.
The remastered ad is cool, though—almost as good as the 1979 Pabst Blue Ribbon spot with Patrick Swayze that was likewise cleaned up a few years ago. Can we do this will all the great spots from the ’70s, ’80s and ’90s, please?
When LeBron James had to stagger off the court last night with a heat-induced leg cramp, one brand seemed all too happy to pour a few hundred milligrams of sodium into the wound.
Gatorade, which mocked LeBron in a series of tweets about how dehydration wouldn’t be an issue if he didn’t “drink something else,” today apologized for the posts.
LeBron is the most high-profile celebrity endorser for Powerade, a fact which Gatorade’s Twitter account seemed to relish with vindictive glee after the basketball superstar had to take an early exit from Game 1 of the NBA Finals.
“The person cramping wasn’t our client,” @Gatorade told a fan who mistakenly called James the brand’s No. 1 client. “Our athletes can take the heat.”
In another response to a Twitter user praising Gatorade for its topical zingers, the brand wrote: “Thanks, Randy. We’ve been hydrating all day. We never cramp.”
While the tweets remain up, the brand has issued a statement of apology.
“Our apologies for our response to fans’ tweets,” Gatorade said. “We got caught up in the heat of the battle. As a longtime partner of the Miami Heat, we support the entire team.”
Hat tip to AdLand.
@LazyBumDrew we were waiting on the sidelines, but he prefers to drink something else.
— Gatorade (@Gatorade) June 6, 2014
@OfficiallyRandy Thanks, Randy. We’ve been hydrating all day. We never cramp.
— Gatorade (@Gatorade) June 6, 2014
@AthIeteMotivate Especially during important games.
— Gatorade (@Gatorade) June 6, 2014
@CarmichaelDave This is awkward….We don’t sponsor him. #fail
— Gatorade (@Gatorade) June 6, 2014
@ryanbkoo The person cramping wasn’t our client. Our athletes can take the heat.
— Gatorade (@Gatorade) June 6, 2014
Em novo comercial para a Copa do Mundo, para os mercados de Brasil, Estados Unidos, México e Costa Rica, Gatorade mostra a união de trabalho árduo com magia.
Messi, Sérgio Ramos, David Luiz e Donovan treinam e jogam ao som de “Bibbidi-Bobbidi-Boo”, a canção da fada do clássico da Disney, “Cinderela”.
Criação da Lew’Lara/TBWA.
Post originalmente publicado no Brainstorm #9
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We've seen this marketing stunt countless times: Big brand dips into its deep pockets to give some hardworking, deserving, photogenic youngsters a new playground or a concert or a trip to Toys R Us. But this well-worn tactic can still wield some power.
This time, it's Gatorade, with a cameo from Dwyane Wade, giving an extreme makeover to a high school basketball team's locker room in New Orleans. The Riverdale Rebels, it seems, haven't had a very good run in the past few decades. Now, though, the scrappy, close-knit team (mantras: "I got your back!" and "Family!") are heading to the playoffs for the first time in 20 years. Gatorade, in what looks to be the final two quarters of a recent Rebels win, replaced busted metal lockers and bare-bones facilities with NBA-quality digs.
The effort, dubbed "We Are All-Stars," from ad agency TBWA\Chiat\Day in Los Angeles, broke Monday, timed to the NBA's All-Star weekend. The reaction from the teenage ballers to their new locker room and a visit from D-Wade? It's as sweet as a fruit punch-flavored sports drink. Go ahead and enjoy it.
Credits below.
CREDITS
Client: Gatorade
Senior Director, Communications: Molly Carter
Director, Branded Entertainment: Jill Kinney
Manager, Branded Entertainment: Nancy Laroche
Senior Manager, Communications: Noah Gold
Director, Sports Marketing: Jeff Chieng
Assistant Manager, Global Sports Marketing: Eduardo Gomez
Senior Manager, Digital Marketing: Abhishek Jadon
Assistant Manager, Digital Marketing: Nicki Granadier
Agency: TBWA\Chiat\Day, Los Angeles
Chief Creative Officer: John Norman
Executive Creative Director: Brent Anderson
Creative Directors: Renato Fernandez, Gustavo Sarkis
Associate Creative Director Guto Araki
Art Director: Tiffany Lam
Associate Creative Director: Doug Menezes
Copywriter: Scott Reedy
Executive Producer: Sarah Patterson
Producer: Alicia Portner
Executive Project Manager: Karen Thomas
Account Supervisor: Kyle Webster
Account Executive: Ralph Lee
Group Planning Director: Scott MacMaster
Planning Director: Martin Ramos
Managing Director: Peter Ravailhe
Group Account Director: Blake Crosbie
Account Manager: Marc Johns
Executive Business Affairs Manager: Lisa Lipman
Broadcast Traffic: Jerry Neill
Production Company: Bandito Brothers
Director: Jacob Rosenberg
Executive Producer: Suzanne Hargrove
Producer: Cassidy Lunnen
Art Director: John Gathright
Director of Photography: Laura Merians
Editing: Venice Beach Editorial
Editor: Greg Young
Assistant Editors: Micah Chase, Cutler Gray
Executive Producder: Hunter Conner
Music: Asche & Spencer
Other Partners:
FleishmanHillard
Vice President: Courtney Quaye
Managing Supervisor: Ashley Ginascol
OMD/OS
Associate Director, Optimum Sports: Natalie Behrman
Supervisor, Optimum Sports: Seth Frankenthal
Digital Supervisor, OMD: Alexis Acker
Strategist: Michael Fee
VML
Account Director: Stephanie DeCelles
Account Supervisor: Erin Zehner
Senior Account Manager: Lauren Cochran
Senior Channel Manager: Kristin Gritt
Channel Manager: Katrina Steffensen
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Kevin Durant, do Oklahoma City Thunder, tem um pesadelo. Sua jogada é interceptada por Dwyane Wade do Miami Heat.
Segue-se então momentos clichês de treinamento extenuante, onde o protagonista antes derrotado agora vai se esforçar ao máximo para vencer. E vence. Fim da história.
Não aqui nesse comercial de Gatorade, que pra mim é o melhor da marca em anos, desde que resolveram emular a atmosfera Nike de superação esportiva.
A criação é da TBWA/Chiat/Day, com produção da MJZ.
Post originalmente publicado no Brainstorm #9
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If Gatorade's latest commercial from TBWA\Chiat\Day seems vaguely familiar, that's because it treads some of the same ground as Element 79's mid-'00s work for the brand, recounting the drink's 1965 creation in a lab at the University of Florida. From there, the TBWA spot mixes stock footage and new clips of Peyton Manning, Michael Jordan, Dwyane Wade and others as it assesses the brand's place in the history of modern sports. This heady concept works best in a pop-culture context. Gatorade is a beloved and ubiquitous game-day fixture, itself iconic, sloshing around in small plastic cups and giant buckets, ever ready to drench the winners in sparkling showers of limey-electrolyte glory. Sure, Gatorade might help gifted athletes—and by extension, you and me—win on the playing field. But more important, the brand is synonymous with triumph and superior achievement overall. That status gives Gatorade a shared meaning that transcends its sporty origins and helps ads like these appeal to anyone hoping to catch lightning in a bottle.
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Para recontar sua história, a Gatorade mostra diversos momentos icônicos do esporte, colocando a marca como parte integrante de celebrações de diversos atletas, como Michael Jordan e Serena Williams.
A jornada começa em 1965, no laboratório da Universidade da Flórida onde a bebida foi criada. Algumas cenas foram recriadas do zero, e outras são composições com a adição de garrafas e copos de Gatorade num estilo “Forrest Gump”.
A proposta da campanha é mostrar Gatorade como algo genuinamente inventado para ajudar atletas de todo tipo nos gramados, quadras e pistas. A ciência a favor do esporte.
A criação é da TBWA\Chiat\Day, incluindo a participação de três brasileiros, com produção da The Mill.
É realmente uma excelente produção, mas minha cabeça explodiu foi com o começo do comercial. Foi só com essas cenas que me dei conta de que o nome Gatorade vem de Florida Gators. BUM!
Post originalmente publicado no Brainstorm #9
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Brincando com HTML5, a Gatorade resume a trajetória do Corinthians na Copa Libertadores. Junto de momentos importantes, entram estatísticas curiosas sobre os jogos.
Dá pra perceber que o site já tava pronto, já que não existe menção ao jogo de ontem.
Um exemplo mais legal do que esse é o especial do GloboEsporte.com sobre o pentacampeonato brasileiro no ano passado, também em HTMl5.
Agora, quanto tempo até alguém dizer que não vai mais beber Gatorade nos comentários?
Post originalmente publicado no Brainstorm #9
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Click Images To Enlarge
Advertising Agency: DDB, Dubai
Senior Art Director: Issam Al Bouini
Executive Creative Director: Adham Obied
Client servicing: Edward Harris
Illustrator: 6B E- Studio
ADC: Guilhereme Pecego
Via [AdsOfTheWorld]
Um comercial para o mercado mexicano, com Messi e Kaka fazendo papel de torcedores de futebol, criado por uma agência francesa, a CLM BBDO Paris. Essa mistureba toda é um novo filme de Gatorade para celebrar o futebol amador, e claro, sem esquecer a estética terceiro-mundista, com muros sujos, televisores velhos e pessoas que transpiram o tempo inteiro.
Eu tenho uma certa birra com comerciais que usam times genéricos de futebol. Não tem referência nenhuma, relação emocional zero. Ou porque a marca quer ficar em cima do muro, ou não quer gastar com licenciamento. Mas esse caso de Gatorade é diferente, então passa. Ah, e detalhe, o time do brasileiro ganha do argentino.
A produção é da 75.
| Via Campaign
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