As the reigning world champions took the field for their home opener Monday, the Cubs’ Kyle Schwarber made his debut in a digital campaign for Gatorade. With the help of Chicago agency, VML, this video features Schwarber working hard, thanks to some help from Gatorade.
As a part of the brand’s #WinFromWithin series, the video dives into the Cubs hard work since the iconic World Series win that shattered an 108 year drought. Poking fun at the “W” flags that have become a symbol of the Cubs, the voice says, “Do you see that ‘W’ flying? It doesn’t stand for weekend. Kyle Schwarber ain’t taking days off.”
It continues with, “We work, we sweat, we hustle because in this town, we don’t raise ‘L’s.”
And then it shows all of the places that Cubs fans raise the ‘W.’ From Wrigleyville at Wrigley Field to locations downtown, all playing off the big win that the team brought to Chicago last fall.
In the spot, Schwarber says that the ‘W’ stands for “Win” and that in order to win, “We get to work.”
According to Gatorade, “The video shows that winning is a reflection of the work you put in when you’re not playing and that you can’t #FlyTheW without putting in the work first. Schwarber, who has already persevered in the face of adversity, embodies the idea that sports performance is driven from the inside.”
“Win from Within” isn’t a new tagline from Gatorade as it made its first appearance in 2012 with a TV spot that featured athletes Dwyane Wade, Serena Williams, Usain Bolt, Abby Wambach and Ryan Lochte.