Gatorade loves sweat so much that its latest campaign is a poetic paean to perspiration.
In its attempt to convince consumers that ‘not all sweat is created equal’ the sports drink giant has turned to iconic brand ambassador Michael Jordan to narrate an epic new sweat-soaked commercial.
The spot, created by agency TBWA\Chiat\Day, features a slew of Gatorade athlete endorsers: from Serena Williams and April Ross, to Usain Bolt
It also links to a parallel ‘Sweat With The Best’ competition – based at http://sweatwiththebest.com – which sees access codes placed on bottle caps of specially-marked Gatorade bottles that offer drinkers a chance to win an ‘epic athletic experience’.
These branded experiences are based around the PepsiCo drink’s sports endorser stable and range from a training an driver experience with NASCAR champion Jimmy Johnson and his pit crew,
a batting cage master class with MLB All-Star Bryce Harper,
a chance to break down football footage, learn how to read defences and catch passes with NFL star Peyton Manning,
work-out drills with 19-times Grand Slam tennis champion Serena Williams
and even on-court training and a shoot-around with NBA star Dwayne Wade and Miami heat staff.
MJ’s latest Gatorade return follows hot on the heels of the brand’s recent revival and reboot of its famous ‘Be Like Mike’ campaign (see case study).
Plus, this perspiration promo follows on from last year’s hidden-camera Gatorade TVCs with Peyton Manning and Cam Newton that asked convenience store customers to ‘Sweat it to get it’.
This campaign saw those consumers who couldn’t show visible signs of a workout, prevented from purchasing Gatorade.
Comment
This is yet another strand of Gatorade’s ongoing 50th anniversary commercial celebrations (see case study).
This is an impressively tightly edited and intense commercial – although perhaps it is slightly more ‘obvious’ than ‘innovative’.
Whilst its official message is that if your sweat isn’t intensely produced in the struggle for sporting glory, then it’s pretty pale and pallid perspiration.
Of course, the underlying message is that the harder you work, the ore you sweat and the more thirst you might build up to drink Gatorade.
One hopes that the sweat isn’t actually in the sports soda itself.
Links
Gatorade ‘Sweat With The Best’ Website:
Gatorade YouTube
https://www.youtube.com/user/whatsg/featured
Gatorade 50 YouTube
https://www.youtube.com/user/whatsg
Gatorade Website
Gatorade Twitter
Gatorade Google+
https://plus.google.com/108751617052272275707/posts
