A new music-focused, spring/summer campaign from Gatorade subrand Gatorlyte called ‘Rapid Rehydration Is A Game Changer’ was fronted by brand ambassadors Lionel Messi and Jayson Tatum saw three conceptual films – each linked to a specific, relevant music track – focus on the negative effects of hydration loss.
Developed by creative agency 180 Amsterdam and helmed by Director Jack Driscoll, the campaign enlisted Adelphoi Music to compose three bespoke tracks to accompany the spots which revolve around messaging about the debilitating effect of fluid loss.
The three ads are set in an imaginary gaming style space where the energetic drama of competition is scaled up to be a Herculean struggle due to dehyrdation.
One commercial sees a 5-a side football game become hugely more challenging when Argentina and FC Inter Miami attacker Lionel Messi joins in (soundtracked by danceable baile funk rhythm reflecting its South American location), another gaming style spot sees an everyday urban run becomes a challenging trudge through quicksand, while the hoops spot sees Jayson Tatum on court noticing his hydration levels dropping as his game gets glitch before drinking Gatorlyte rapidly refills his hydration meter (set to hip hope style sounds).
The bespoke music and sound design ties all the three films together with the tracks formed from the same basis (sharing a tempo, key and a bass line with a three-note pattern), while simultaneously reflecting each one’s individual setting and character as they transition in and out of the dehydrated world.
“The challenge here was to craft a unique sound-world for each film, with the textures and tonalities reflecting their individual settings, while at the same time ensuring brand consistency through a careful use of shared sonic elements,” explained Adelphoi Head of Production Jonathan Watts.
The campaign was created by a team at agency 180 Amsterdam which included Executive Creative Directors Katrina Encanto and Ej Galang, Art Director Bex McNally, Copywriter Rita Lopes Van Den Broek, Brand Director Cathal Tolton, Producer Kirsten Van Den Berg, Account Manager Mark Van Geemen and Production Manager Pamela Villaflores.
Production was handled by Academy Films with Director Jack Driscoll, Director Of Photography Kanamé Onoyama, Executive Producer Tom Cartwright and Project Manager Rosie Pike, with post production and VFX by Black Kite and editing by Tenthree.
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This campaign ran in parallel with a wave of Gatorade marketing that included June 2023’s ‘Confidence Coaches’ and ‘The Way To Be Great’ #BeLikeMike remake, as well as May 2023’s ‘The Colour Of Greatness’ and ‘Breakup Story’.
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