A new LATAM regional campaign from Gatorade focusing on ways sport can make us feel better was spearheaded by a short film called ‘Breakup Story’ which tells the tale of a doomed romance and a heartbroken man who finds solace in sports to bring to life the brand’s commitment to moving forward whatever the challenge.
Created by Mexican agency Isla Republic, the sports drink behemoth’s three-minute film shows the highs and lows of going through a separation as the protagonist struggles to overcome heartache. Fueled by Gatorade, he turns his overwhelming sadness into healthy physical expression through sports and highlights the mental health benefits of exercise.
Set to Bonnie Tyler’s classic breakup song ‘It’s A Heartache’, the film follows a man from a painful argument with his partner, through their breakup and charts his attempts to move on. Bringing to life the tagline ‘Fuels You Forward’, the protagonist finds a Gatorade in the fridge with a note from his former partner stating that it’s not for him. But, with her gone, he pulls the away the note, takes a drink and then begins exercising while fighting his own jealousy and anger over the breakup. By the end of the ad he has found the strength to come to terms with the split and reach a state of serenity.
Created by Isla, produced by Primo Buenos Aires and directed by Nicolás Pérez Veiga, this commercial positions Gatorade not only as a functional world leader in hydration, but also as a source of energy and inspiration to go on.
“Together with our regional team, we have worked for the last three years in connecting the brand to new audiences. This short film tells the story of what happens when playing sports intervenes in human everyday stories”, outlined Isla CCO’s Rodrigo Grau and Ariel Serkin.
“No matter which sport you play, what kind of training you do or your fitness level, Gatorade exists to provide you with complete hydration, with electrolytes and energy, to perform better and reach your potential”, added Gatorade Hydration Senior Marketing Director Martin Watson.
The client team at Gatorade which created the campaign brief included Marketing Directors Martín Watson and Gonzalo Chigó, plus Marketing Manager Álvaro Ascenzo.
The creative agency was Isla México where the team included Chief Creative Officers Ariel Serkin and Rodrigo Grau, Chief Strategy Officer Mariano Serkin, Managing Director Victoria Clucellas, Executive Creative Directors Mariano Gamba and Rodrigo Greco, Creatives Nicolás Perez Veiga, Ariel Serkin and Rodrigo Grau, plus Head Of Production Coqui Gimenez Uriburu.
The production company was Primo Content Argentina with Executive Producer Caro Cordini, Producers Gala Gonzalez Costes and German Lentini, Director Of Photography Agustín Claramunt, Art Director Magui Arrieta and Wardrobe Manager Greta Ure.
Post Production and VFX was handled by Cesani VFX and Marla Color Grading and music and sound was by Porta Estudio and PapaMusic.
Comment
Breaking up is so very hard to do…or, is it as easy as this campaign makes it seem?
This is a simple, stylish, empathetic and surprisingly touching film: one which positions sport as being mentally therapeutic and a route to restoring self-esteem.
Recent campaigns from the brand have similarly tapped into similar themes of empathy and connection and this regional campaign is a key pillar in Gatorade’s current strategy of raising its profile throughout Latin America by highlighting how sport fuel the body and brain.
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