This video is one of eight which is part of Gatorade’s “Sweat It To Get It” campaign from TBWAChiatDay Los Angeles. Videos were directed by Jody Hill of Caviar Content and shot at a convenience store with 15 hidden cameras. Hill is known for films and TV programs including Eastbound & Down, Observe And Report, and The Foot Fist Way.
“Couple” features a guy and gal who try to buy Gatorade at a convenience store but the clerk won’t sell it to them because they haven’t worked up a sweat. The clerk then calls in the store manager to explain the shop’s policy–the manager turns out to be Denver Broncos’ quarterback Peyton Manning, much to the amazement of the couple. Manning says that sweat is essential if folks want to buy Gatorade. You gotta sweat it to get it. You gotta burn some, to earn some. No exceptions.
The deadpan store clerk is played by Rob Belushi, nephew of the late John Belushi.
Brent Anderson, executive creative director at TBWAChiatDay, said of the campaign, “Gatorade was invented to replace what athletes sweat out. So the intent was to create something that might cause someone who reaches for a Gatorade to think, ‘Hold up…have I earned this?’”
Credits
Client Gatorade Agency TBWA\Chiat\Day, Los Angeles Stephen Butler, chief creative officer; Brent Anderson, executive creatie director; Jayanta Jenkins, global creative director; Dave Estrada, sr. art director; Nick Ciffone, sr. copywriter; Nick Cohen, copywriter; Jon Soto, art director; Brian O’Rourke, director of production; Tim Newfang, sr. producer; Peter Ravailhe, managing director; Marc Johns, branded entertainment manager; Erika Buder, sports marketing manager; Parker Adame, project manager; Ralph Lee, associate brand manager; Scott MacMaster, group planning director; Martin Ramos, planning director; Rebecca Harris, planner. Agency VML, Kansas City, MO. Josh Kell, group creative director; Kristin Gritt, sr. social strategist; Derek Anderson, creative director; Rob Kaszuba, art director; Bryan Mohr, sr. copywriter. Production Caviar Content Jody Hill, director; Luke Ricci, exec producer; Brian Quinlan, producer; Mark Snelgrove, production designer; Michael Svitak, DP; Michael Sagol, managing partner. Editorial HutchCo Technologies Jim Hutchins, editor; Joaquin Machadeo, assistant editor; Jane Hutchins, exec producer. Post The Mill LA Sue Troyan, sr. exec producer; Enca Kaul, exec producer; Kiana Bicoy, producer; Jillian Lynes, production coorindator; Robin McGloin, Scott Wilson, Patrick Munoz, Scott Johnson, 2D lead artists; Nick Sanders, colorist.
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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