Powerade’s “Power Through” campaign centers on a series of seven short stories about the doubters all young athletes face in life and sport, especially if they don’t quite fit the mold. It shows that there are two options: you can listen to your doubters and give up, or you can use their negativity as motivation to power through and achieve your dreams. Haters are the best motivators.
In this short titled “Power Through Expectations,” a female football player excels despite a nay-saying coach. To keep it authentic, the guys and girls casted to play the young athletes are actual athletes and not trained actors. In “Power Through Expectations,” for example, the woman is in real life a defensive lineman for the NY Sharks in the IWFL (Independent Women’s Football League).
The films currently live on Powerade’s YouTube channel, and have been posted in the company’s social channels. The main media for these films reside in Twitter’s livestream media inventory.
Credits
Client Powerade Agency Wieden+Kennedy, Portland, Ore. Max Stinson, Erik Fahrenkopf, creative directors; Adam Tetreault, copywriter; Derrick Ho, art director; Ben Grylewicz, executive producer; Lindsay Reed, sr. producer; Ricara Stokes, producer. Tiffany Golden, assistant manager; Mark Fitzloff, Joe Staples, executive creative directors. Production RadicalMedia Derek Cianfrance, director; Donna Portaro, exec producer; Frank Dituri, head of production; Cody Ryder, DP; Christopher Blauvelt, DP. Editorial Work Editorial Rich Orrick, editor; Arielle Zakowski, assistant editor; Marlo Baird, producer. VFX Electric Theatre Collective Ant Walsham, artist; Kate Hitchings, exec producer. Music/Sound Joint Editorial Noah Woodburn, sound designer. Audio Post Joint Editorial Noah Woodburn, mixer; Sarah Fink, producer.
Hellmann’s Super Bowl commercial “When Sally Met Hellmann’s” brings together Billy Crystal and Meg Ryan--35 years after the 1980s’ hit rom-com When Harry Met Sally, evoking timeless flavor and nostalgia with the iconic line: “I’ll have what she’s having.” Reprising their beloved roles of Harry and Sally, the duo hilariously recreates the film’s unforgettable scene in Katz’s Delicatessen, with a deliciously creamy twist, thanks to Hellmann’s mayonnaise.
The :30 commercial finds Sally sitting across from Harry, wearing his classic cable knit fisherman’s sweater, celebrating their anniversary over a traditional deli lunch. Sally is displeased with her turkey sandwich until she adds a generous squeeze of rich and creamy Hellmann’s mayonnaise that adds mind-blowing flavor so palpable that the rest of the patrons can’t help but notice. So much so, award-nominated actress and producer, Sydney Sweeney, takes notice, delivering the famous line, “I’ll Have What She’s Having.”
This is a :60 version of the spot which was created by agency VML and directed by Jake Szymanski. (The :30 is slated to run during the second quarter of the Super Bowl.)
