Gatorade celebrates athletes with new campaign starring Serena Williams and Derek Jeter
Sports-themed beverage and food brand Gatorade has unveiled its latest advertising campaign featuring sports stars Dwyane Wade, Serena Williams, Derek Jeter and Robert Griffin.
Created by TBWA\Chiat\Day and directed by Josh Melnick and Xander Charity from Radical, 'Cadence' celebrates the dedication, persistence and repetition of professional and everyday athletes worldwide.
Of the campaign, Driscoll Reid, associate creative director and writer at TBWA\Chiat\Day, said: "We wanted to create a mantra for Gatorade that celebrates the time and effort spent by athletes, both amateur and professional, in all corners of the globe to prepare for when it actually matters. Hard Work, became that mantra and is a celebration and an acknowledgement of that effort."
TBWA\Chiat\Day art director and associate creative director, Chris Hutchinson, added: "This spot is an anthemic piece about the hard work that leads up to stepping on the field or court. It's a story about the building blocks of becoming a great athlete. There's a rhythm and camaraderie in training that all athletes share."
The ad itself showcases a day-in-the-life of athletes and showcases the hours and relentless practice the all put in to win.
Gatorade has also unveiled a supporting social media hashtag #WINFROMWITHIN to compliment the campaign.
Content created with:
TBWA\Chiat\Day New York
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