Source: AdWeek
Serena Williams is visited by her younger self again in Gatorade’s latest spot. Part of the brand’s Olympics marketing push from TBWA\Chiat\Day in Los Angeles also features Usain Bolt, Paul George and April Ross as well as their younger selves.
While it isn’t as emotionally charged as Gatorade’s initial film with young Serena, the 70-second spot, “For the Love of Sport,” skillfully portrays the athletes’ dedication and enthusiasm for their various sports with humor and heart.
It’s not surprising that Gatorade’s spot is about how fostering these athletes’ love of athleticism from a young age led them to their successful stature now, but it is affecting.
“The work builds from ‘Win From Within,’ Gatorade’s brand platform and the north star of the work that we do, by showing that motivation comes from the first time athletes feel the pure love of sport,” said Renato Fernandez, creative director, TBWA\Chiat\Day. “[There’s] a love from within capable of motivating and pushing them through all the hardship and taking them to the next level.”
https://www.youtube.com/watch?v=yeDBb4Re0bA
The brand is also championing a donation initiative. Consumers are encouraged to choose between 19 youth sports-focused organizations to find four that Gatorade will donate $50,000 to on their behalf. Consumers can vote online until November.
As part of the new campaign Gatorade will be, for a limited time, featuring Williams, Bolt, George, Ross and Lionel Messi on its bottles, according to the company.
