Sports drink market leader Gatorade’s latest South American campaign celebrates the glory of sweating with an integrated, functional campaign spearheaded by a 90-second spot titled ‘Sweating Is Glory’.
The hero commercial, created by agency Isla and production studio Stink São Paulo, shows sweat like few films ever have before and suggests that sweat should be celebrated, not demonised.
Helmed by Director Ricardo Jones, the film is positively dripping with sweat from head to toe and features basketball, football and running alongside pole dancing, weightlifting and yoga.
With sweating amateur athletes taking centre stage, the cast spans all abilities, ages, body-types, genders and ethnicities and urges everyone to sweat and stay hydrated.
The creative is emotional and powerful, but the campaign was born from core, functional Gatorade research about exercise and sweating and the importance of hydration and restoring what the body loses through sweat.
As the campaign rolled out through march, it will span more than 30 pieces of content and run in Argentina, Brazil, Colombia, Mexico and other major LatAm markets.
“At Gatorade we believe there’s always room for improvement. No matter what sport you practice or which are your goals, those who reach their sporting goals are the ones that work hard and stay properly hydrated to perform better every time,” said Gatorade Latin America Marketing Directpr Gonzalo Chigó.
“This is our first project at Isla and we are happy that it is a regional campaign, for such an iconic brand as Gatorade and working with an amazing team,” commented Isla Group Creative Directors Julian Tachella and Celeste Dalairac.
“Being able to count on Gatorade’s functionality through the rawness of sweat; we thought it was the simplest and freshest way of evoking that feeling which unites all of us who exercise: sweating is glory.” added Isla General Creative Directors Rodrigo Greco and Mariano Gamba.
The campaign was created to a brief from Gatorade Latin America Marketing Directpr Gonzalo Chigó and Regional Marketing Manager Álvaro Ascenzo by a team at creative agency was Isla México which included Chief Creative Officer Ariel Serkin, Chief Creative Officer Rodrigo Grau, Chief Strategy Officer Mariano Serkin, Planning Director Romina Celoné, Managing Director Victoria Clucellas, Executive Creative Directors Mariano Gamba and Rodrigo Greco and Creative Directors Celeste Dalai and Julian Tachella, with Project Manager Karen Cortés, Head Of Art Alejandro Stea and Head Of Production Coqui Gimenez Uriburu.
Production was handlewd by Stink Films with Director Jones, Director Of Photography Giordano Maestrelli, Director Natan Neves and Director Of Photography Kairo Marcel Lenz, while post production and VFX was handled by Clan VFX and music and sound by Satélite Audio.
Comment
This spot smartly combines a functional and an emotional approach and also sticks two fingers up to antiperspirants and deodorants.
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