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By Audrey Kemp | LA reporter

July 25, 2023 | 4 min read

In a PSA parody, athletes call attention to a seemingly pervasive problem: dehydration causing athletes to disappear into thin air.

In a Gatorade ad released today, NBA All-Star Damian Lillard warns athletes about the dangers of dehydration (and they’re not what you might expect).

‘Don’t Go Missing’ is a faux public service announcement that sheds light on the many athletes that allegedly disappear in the middle of a game’s clutch moment. The reason? Dehydration. The spot includes testimony from athletes who have reportedly “gone missing,” alongside a brief but belligerent cameo from NFL Hall-of-Famer Shannon Sharpe, known for calling out professional athletes who have seemingly “gone missing” in crucial moments of games.

Leveraging the power of comedy, the spot is meant to deliver Gatorade’s science-backed product benefits (namely, the quality and quantity of the drink’s electrolytes) to young athletes.

“‘Don’t Go Missing’ underscores the reason why our brand was created – to help athletes maximize their potential when it matters most,” said Anuj Bhasin, Gatorade’s chief brand officer. “Our category-leading solutions have dominated the sidelines for decades, and this latest creative is a nod to how we’ll continue to rehydrate, refuel and replenish athletes on their way to Greatness.”

The spot marks the second part of Gatorade’s two-fold summertime campaign. Part one, which rolled out in June, was a star-studded revival of the brand’s iconic ‘Be Like Mike’ campaign. Its roster of stars included Michael Jordan, Serena Williams and Lionel Messi, as well as rising sports stars Jayson Tatum, Bryce Harper, Elena Delle Donne and Sydney McLaughlin.

The campaign is running across a variety of linear, online, digital and out-of-home channels, including Meta, YouTube, Snapchat, Reddit, Chegg, The Weather Channel, Spotify, MLB, OTE, ESPN and Whistle. The work will also run during several high-profile sports events this summer, such as the US Open, Little League World Series and MLB and WNBA regular seasons.

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Creative agency TBWA/Chiat/Day LA agency partner led the campaign, while Laundry Service, the brand’s new digital agency of record, handled social and digital efforts.

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