Husband and wife Dwyane Wade and Gabrielle Union compete toe-to-toe and one-up one another in the first campaign for Gatorade Zero.
This fresh commercial for the brand’s sugar-free product sees the married duo – one an NBA super star and the other an actress, author and activist – compete with one another and demonstrate that there’s no such thing as a casual workout when you’re a competitive power couple.
Set to the tune of Missy Elliott’s ‘Pep Rally’, they challenge one another on the treadmill, jumping rope, doing box jumps and cycling – with, of course, plenty of hydration in the form of Gatorade Zero (offering all the electrolytes and zero sugar).
Launched on 19 March and leverage peaking hoops interest around NCAA March Madness, the spearhead spot is running across national US television and is amplified across the brand’s digital and social channels such as Facebook, Instagram, YouTube
and Twitter.
Gatorade Zero has all the electrolytes of Gatorade, with zero sugar. So, if you want the most from your workout, you can get more out of Zero. pic.twitter.com/tmG17Jccdd
— Gatorade (@Gatorade) March 19, 2019
Supporting the hero commercial are sports-specific cut down versions on line for ‘cycling’,
‘running’,
and ‘moving’
and the campaign also spans print and mobile.
“The campaign opens the door on how we explore athleticism,” says Jill Abbot, head of consumer and athlete engagement at Gatorade.
“It pushes us to broaden how we show and support athletes. When you’re at the gym on the treadmill and you’re sweating it out and you look over at the person next to you and they’re running just a bit faster, your urge is to crank it up bit. Our goal was to aim for this feeling in a real moment. Competitive drive shows up anytime you’re sweating.”
The campaign was created from similar, shared experiences, by a joint team from the brand and agency TBWA\Chiat\Day Los Angeles.
Comment:
The human interest side of this campaign is that Union and Wade help the brand showcase athleticism through a personal lens that illustrates how their real-life relationship fuels each another.
It’s the first campaign that Miami Heat star Wade and America’s Got Talent host Union have appeared in together.
Gatorade Zero launched with a fairly low key campaign last summer and comes in three flavours and this latest star endorser led campaign sees the addition of two additional flavours.
Gatorade also introduced new packaging for Gatorade Zero – which consists of white labeling to differentiate it from other Gatorade products.
Links:
Gatorade
https://www.instagram.com/gatorade
https://www.youtube.com/user/whatsg
https://www.facebook.com/Gatorade/
TBWA\Chiat\Day Los Angeles
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