To celebrate the start of the new football season, Gatorade partners with NFL Films to bring its ‘Sweat It To Get It’ spoof spot series to US college campuses via two new prank videos fronted by the Manning brothers and JJ Watts.
The campaign, from the official sports drink of the NFL, continues to inspire an active lifestyle and put consumers to the test: bringing its ‘if you want a Gatorade you’re going to have to work for it — no exceptions’ idea to life.
The two new spots aim to catch students off guard beside campus vending machines.
‘High Knees’, featuring star quarterback brothers Peyton and Eli Manning, sees two students coming for a Gatorade fix confronted by the two NFL stars telling them they have to earn their fluids.
While the second online ad is fronted by NFL defensive player of the year JJ Watt getting angry when students try to drink Gatorade without sweating.
Both films were posted on 18 August and, in addition to leveraging excitement around the upcoming season, the campaign objective is to remind consumers and football fans that sport and exercise are the key ingredient to an active and balanced lifestyle.
Comment
Player-led prank film stunts isn’t a new activation approach for Gatorade as these spots follow on from last August’s similar ‘Sweat It To Get It / Burn Some To Earn Some’ Peyton Manning work.
The playful approach is fun, the message is clear and simple and the low budget feel adds to an apparent authenticity.
These spots again illustrate Gatorade’s skill at engaging mischievously with Millennial demographics whilst maintaining a responsible brand image.
With 5.5 million YouTube views in the first two weeks, the virals certainly seem to suggest social success and shareability.
Links
Gatorade YouTube:
https://www.youtube.com/user/whatsg
Gatorade Website:
Gatorade Twitter:
Gatorade Facebook:
https://www.facebook.com/Gatorade
NFL Films:
