GATORADE SWEAT IT TO GET IT 2.0

STRATEGY
If you’re not sweating, you can’t drink this product at schools either.

OVERVIEW
For the sequel, we came back with a new twist. We took it out of the gas station store and into a new environment. Gatorade's new policy was now going to be enforced at schools. All real people and real reactions. We wanted to reach younger people with the message. Gatorade is for athletes, even if you’re a kid. 

EXECUTION
We built a faulty vending machine that wouldn't work without perspiration. Rob Belushi returned, this time as a janitor on campus. We brought the message of sweat to schools, terrorizing unsuspecting students with both Manning brothers and a massive JJ Watt.

PROCESS
We tapped Alex Grossman to direct and brought in NFL Films as our production arm for their mastery of multi-camera setups. Gatorade's obsession is with sweat, we kept our humor dry.

Role: Associate Creative Director, TBWA Chiat Day
Director: Alex Grossman, NFL films