Gatorade, the official sports drink of the NFL, has launched a spot starring Carolina Panther’s Cam Newton and leveraging the new NFL season.
The commercial, called ‘Let It Shine’ is built around the story chronicling Cam’s off-season journey.
The creative picks up after last year’s Bronco’s victory over Newton’s Panthers and the quarterback at a career low.
It opens with Newton’s brooding post-game Super Bowl press conference – for which he was greatly criticized for brooding.
But the loss actually inspired him to put in the hard work in the off season, so, as the 2016/17 season approaches, the ad shows Cam rekindle the joyous personality that makes him such a fun and vibrant athlete and climaxes as Newton is now ready to step onto the field with the energy and athleticism fans love him for.
The TV ad debuted on the same day the Carolina Panthers took to the field for the season opener: a Super Bowl 50 rematch against the Denver Broncos (and seems a shame for the spot that again Newton ended up on the losing side).
The campaign was developed by TBWA\Chiat\Day Los Angeles: where the team was led by chief creative officer Brent Anderson, executive creative director Renato Fernandez, creative director Doug Menezes, senior copywriter Parker Adame, senior art director Matt Paterno, director of production Brian O’Rourke, senior producer Tim Newfang and managing director Jerico Cabaysa.
The brand director was Robyn Morris, the brand manager Erika Buder and the associate brand manager was Frank Santos, while planning was led by group planning director Scott MacMaster, global panning director Martin Ramos, planning director Abigail Weintraub and planner Matt Bataclan.
The production company was NFL Films, the director Steve Trout, while editorial was handled by Whitehouse Post Productions.
Comment
As one of the stand-out superstars of the NFL, it is no surprise that this isn’t the only new NFL season sponsor/ambusher spot fronted by Newton.
Interestingly, while his own apparel brand Under Armour released a Newton led ad featuring the voice of his mother (see case study),
this Gatorade commercial sees Cam’s son Chosen make an appearance.
With 4,142,893 views YouTube views in its first few days and 39,412 shares (placing its fifth on the 16 September’s Campaign Weekly Viral Chart, the early engagement signs are good.
And the statistics compare favourably to the 3m plus YouTube views racked up by the Under Armou spot which was released a week earlier.
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