Gatorade is launching three new spots as part of its ongoing, multi-year Fuel Tomorrow initiative to help ensure everyone has equal opportunities to play sports and realize their potential.
There are barriers that prevent many kids from getting into, or staying in, the game–but one of the most prevalent is the lack of representation. Gatorade is helping address this by amplifying diverse role models in sports, including Hansel Enmanuel, Suni Lee and Serena Williams. The spots celebrate the inner drive it took for these athletes to overcome the barriers in their sport to achieve greatness.
This spot features Enmanuel, a Dominican high school basketball player who attends Life Christian Academy in Kissimmee, Florida. He went viral in early 2021 for his flashy dunks, passes, three-pointers and athleticism against top high school talent despite having only one arm.
The Gatorade campaign was created by TBWAChiatDay LA. Spots were directed by Malik Hassan Sayeed via production company Little Minx.
CreditsClient Gatorade Agency TBWAChiatDay LA Caleb Jensen, executive creative director; Mark Peters, group creative director; Myles Brown, Malu Lara, sr. copywriters; Nico Marks, Christian Laniosz, Claire Zimmerman, sr. art directors; Bruno Regalo, head of art & head of design; Thiago Matsunaga, associate digital design director; Guia Iacomin, director of content production; Jeff Yee, sr. producer; Linnea Goodman, Scout Pertofsky, associate producers; Scott MacMaster, executive strategy director; Martin Ramos, strategy director; David Heiser, integrated strategy director; Julio Catilo, associate strategy director; Savannah Galindo, Sheida Karami, sr. strategists. Production Little Minx Malik Hassan Sayeed, director/DP; Rhea Scott, president; Helen Hollien, exec producer; Elaine Behnken, head of production; Salli Ziles, line producer; Reagan Jackson, production designer; Monique Vilfort, stylist; Nate Bellamy, sports choreographer; Eric Ian, photographer. Editorial Rock Paper Scissors Carlos Arias, editor; Jobe Lowen, Sebastian Zotoff, assistant editors; Shada Shariatzadeh, exec producer; Sasha Grubor, sr. post producer. Color The Mill Mark Gethin, creative director/colorist; Meghan Lang, exec producer; Jessica Amburgey, color producer. Sound Design/Mix Lime Sound Design/Lime Studios Rohan Young, mixer/sound designer; Jeremy Nichols, mix assistant; Susie Boyajan, mix/sound design exec producer. VFX/Finishing a52 Andres Barrios, creative director; Dan Ellis, lead Flame artist; Richard Hirst, Adam Flynn, Rod Basham, Flame artists; June Cho, designer; Corey Martinez, John Valle, Ujala Saini, online editors; Everett Wayne Cross, producer; Drew Rissman, head of production; Patrick Nugent, Kim Christensen, exec producers; Jennifer Sofio Hall, managing director. Footage Research Stalkr Colleen Cavanaugh Anthony, exec producer; George Alvarez, producer; Chelsea Van Arsdol, production manager.
Top Spot of the Week: Director Jake Scott, Paramount Brand Studios “Make Your Gameday Epic” In “Gladiator II”-Inspired Pepsi Spot
Nearly 20 years after Pepsi’s “Roman Empire” made its mark on pop culture, the brand is returning to the arena with a colossal Gladiator-themed campaign titled, “Make Your Gameday Epic™.” Celebrating the start of the 2024 NFL season and the highly anticipated release of Paramount Pictures’ Gladiator II in theaters on Nov. 22, this short film--directed by Jake Scott via RSA Films for Paramount Brand Studio features Megan Thee Stallion, as Empress Megan, leading a legion of NFL superstars turned Gridiron Gladiators, including Josh Allen, Derrick Henry, Justin Jefferson and Travis Kelce, locked in an epic battle with ice-cold Pepsi at the heart of the action. A brand-new gameday anthem from three-time, Grammy award-winning artist Megan Thee Stallion soundtracks the campaign. The unmistakable “boom, boom, clap” from Queen’s epic track “We Will Rock You” is featured on a fresh sample with cutting new lyrics from Megan. The new track became available on all major music streaming platforms, and ahead of Megan hosting the 2024 MTV VMAs last night (9.11), where the track and music-video inspired spot were heard and seen throughout the show. “I’m honored to follow in the footsteps of the legends who appeared in this Gladiator campaign 20 years ago and proud to have carved my own new legacy,” said Megan Thee Stallion. “Pepsi really brought the worlds of music, sports and entertainment together in a powerful way to set off the new NFL season.” The spot opens with Lamorne Morris and Jake Lacy peering into a can of Pepsi Zero Sugar as it transforms into a colosseum. Empress Megan calls the shots, and the royal roster of NFL players are at her command as they all vie for her favor and a sip of an ice-cold Pepsi... Read More