In this spot titled “The Secret to Victory,” star athletes ranging from Michael Jordan to Peyton Manning to Serena Williams reveal what fuels them. Turns out their secret to victory is defeat. The athletes share the toughest setbacks in their sports careers and how the experience of defeat propelled them to new heights and memorable victories.
Matt Baron of ALLDAYEVERYDAY PRODUCTIONS directed this :60 (and a :30 version) for Gatorade out of TBWAChiatDay.
The campaign builds on Gatorade’s finding that defeat can prove to be a compelling motivation to succeed. Yet, youth athletes are raised in a culture that protects them from the disappointment of loss. They’re even given participation trophies just for showing up. When did losing become such a bad thing? Gatorade is determined to change this perception and let athletes know that defeat can be their most powerful fuel.
Credits
Client Gatorade Agency TBWAChiatDay Renato Fernandez, chief creative officer; Mark Peters, Doug Menezes, creative directors; Guy Helm, Chris Juhas, sr. copywriters; Chris Rodriguez, Ben Tolbert, sr. art directors; Brian O’Rourke, executive director of production; Guia Iacomin, executive producer; Kathleen Ackel, associate producer Production ALLDAYEVERYDAY PRODUCTIONS Matt Baron, director; Arrow Kruse, Oscar Thomas, exec producers; Victoria Curtis, head of production; Nicola Westermann, Andrew Runkle, producers; Garrett Hardy Davis, DP. Editorial Cut+Run Steve Gandolfi, Luc Giddens, editors; Annabelle Dunbar-Wittaker, head of production; Amburr Farls, exec producer; Michelle Eskin, managing director. VFX a52 Stefan Gaillot, Jesse Monsour, VFX supervisors; Cameron Coombs, Brad Scott, Enid Dalkoff, Gurvan Tanneau, 2D VFX artists; Tom Briggs, 3D artist; Mike Bettinardi, Michael Cardenas, tracking artists; Andrin Mele-Shadwick, Ashlie Iacocca, producers; Patrick Nugent, Kim Christensen, exec producers; Linda Carlson, Jennifer Sofio Hall, managing directors. Color Grade MPC Ricky Gausis, colorist; Meghan Lang, exec producer; Rebecca Boorsma, producer; Elyse Robinson, associate producer. Music Beacon Street Studios Beacon Street, composer; Adrea Lavezzoli, exec producer. Sound Design stimmung Gus Koven, sound designer; Kristina Iwankiw, exec producer. Audio Post Lime Studios Mark Meyuhas, mixer; Peter Lapinski, assistant mixer; Susie Boyajan, exec producer.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
