Gatorade’s Spring/Summer 2022 US campaign, promoting its new Gatorade Fit product, sees six-time NBA All-Star Damian Lillard and a World Champion boxer Ryan Garcia climb in to the ring together for a cross-sport hypothetical commercial called ‘All G’.
The campaign, which was a result of a collaboration with agency TBWA\Chiat\Day and Farm League, promotes the PepsiCo owned sports drink brand’s ‘Fit’ drink which was relaunched in early 2022 and described as ‘an electrolyte beverage developed for the active consumer healthy real hydration to help achieve fitness goals with no added sugar, no artificial sweeteners and no added colours’.
The commercial captures the essence of the athletes’ competitive nature and will to win: blending charisma with skill and commitment. Directed by Emily Maye, it focuses on a gritty training event – a sparring session – between Portland Blazers point guard Lillard and lightweight world champ Garcia which showcasing the boxer trading punches with an NBA All-Star twice his size.
The hero spot ran on television during the NBA Finals and Stanley Cup Playoffs and across Gatorade’s social channels.
Supporting the hero spot was a behind-the-scenes video posted across both athletes’ own personal channels.
A second spot in the Gatorade Fit campaign highlights a diverse group of athletes aiming to redefine the term ‘athlete’ – including gold medal winning sprinter and hurdler Sydney McLaughlin, Peloton instructor Cody Rigsby and yoga guru Jessamyn Stanley – to showcase a new range of sports endorser personalities and disciplines and increase the campaign reach.
Comment
If you are the kind of sports fan who is always comparing different athletes from different sports and eras and wondering who would beat who, then Gatorade Fit’s ‘boxer v baller’ battle is finally bringing your imagination to life.
Leave a comment
You must be logged in to post a comment.