In its latest installment of its “Fuel Tomorrow” campaign from TBWAChiatDay LA, Gatorade is celebrating the fun of sport, underscoring the brand’s belief that when you play for the love of the game, you get the most out of it.
The spot creative was developed based on the National Alliance for Youth Sports reporting that a majority of kids are quitting sports by age 13 because it’s not fun anymore.
Entitled “All For Fun” and directed by Dave Meyers of RadicalMedia, this commercial features some of the brand’s youngest roster athletes to inspire the next generation to have fun while playing sports, including Fernando Tatis Jr., Sydney McLaughlin, Paige Bueckers, Trevor Lawrence and Karl Anthony Towns.
In the spot, each athlete is brought back to when they were kids to depict one of the best parts of playing sports–the camaraderie of the game and falling in love with sport.
Credits
Client Gatorade Agency TBWAChiatDay LA Caleb Jensen, executive creative director; Mark Peters, group creative director; Dan Hales, sr. art director; Stew Tribe, sr. copywriter; Bruno Regalo, chief design officer; Thiago Matsunaga, associate digital design director; Guia Iacomin, director of production; Claire Allman, content producer; Karly DeWees, art producer; Linnea Goodman, associate producer; Scott MacMaster, executive strategy director; Martin Ramos, strategy director; David Heiser, integrated strategy director; Sheida Karami, sr. brand strategist; Tres Jones, jr. strategist. Production RadicalMedia Dave Meyers, director; Jim Bouvet, SVP/head of commercials; Frank Scherma, exec producer; Cathy Dunn, head of production; Dave Bernstein, Colin Moran, line producers; Kristi Fiore, production supervisor; Scott Cunningham, DP; Mark Snelgrove, production designer; Courtney Stern, stylist. Editorial Cabin Nathan Rodgers, editor; George Romo, assistant editor; Carr Schilling, managing partner; Adam Becht, exec producer; Katy Lester, sr. post producer. Color Company 3 Stefan Sonnenfeld, sr. colorist; Blake Rice, sr. producer, color. Sound Design/Mix Beacon Street Studios Rommel Molina, sr. mix/sound designer; Kerri Shak, mix assistant; Kate Vadnais, EP of mix/sound design producer. VFX/Finishing Shape + Light Aaron Neitz, VFX supervisor/lead Flame; Rob Trent, managing partner/creative director; Scott Boyajan, executive production; Arielle Weir, sr. VFX producer. Footage Research Stalkr Colleen Cavanaugh Anthony, exec producer; Randall Collett, project manager; Alexis Everhart, producer; Jeffrey Harland, Chelsea Zerbe, Craig Phillips, Mike Kho, Aaron Sharper, Spring McCoy, researchers.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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