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.
Credits
Client 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.
When dozens of Klick Health team members said they wouldn’t be able to hug loved ones over the festive season, the agency turned to AI and other magic to orchestrate a series of sentimental, surprise reunions captured in its “Holiday Hugs” video. The heartwarming four-minute video, benefitting the D.C.-based Foundation for Social Connection (F4SC), parallels recent findings from a Maru/Blue Public Opinion survey commissioned by Klick.
The poll found 74 percent of Americans and Canadians won’t be able to hug at least one person they wish they could over the holidays. And like those in the video, survey participants cited geographical distance and loved ones having passed away as the leading factors preventing their hugs.
“I just wish I could really squeeze her right now,” says teary-eyed New York Klickster Kari Bocassi watching her AI-generated hug with her sister Marlene, moments before she bursts onto the set for a long in-person embrace. The siblings have spent the past 14 years caring for their mother since her Alzheimer’s diagnosis, but haven’t been together for the holidays since Marlene moved to Virginia. Similarly, Toronto’s Fred Duarte gets the bear hug of his life when his brother Rico, who lives in Brazil, walks into Klick’s production studio for their first holiday reunion in seven years.
Directed by James Cooper via Cooper Films, “Holiday Hugs” also taps into the fact that hugs don’t just make people feel better emotionally, they also have numerous health benefits. According to the National Institutes of Health, hugs can lower blood pressure and boost the immune system.
“There’s nothing quite like the warmth and reassurance of a heartfelt hug,” said Klick’s chief creative officer Rich Levy. “With ‘Holiday... Read More
