Gatorade’s new “Messi Don’t Go Down” campaign debuts with a 60-second TV and digital spot featuring soccer superstar Lionel Messi from agency TBWAChiatDay. The work highlights Messi’s unique style of play in which he refuses to dive, flop or give in during adverse situations on and off the field. Messi’s message, according to the commercial, is that “life has more in store for you, if you just stay up.”

Stuart McIntyre of production house Imperial Woodpecker directed the Messi spot with VFX from The Mill.

Credits

Client Gatorade Agency TBWA\Chiat\Day Brent Anderson, executive creative director; Renato Fernandez, worldwide creative director; Mark Peters, creative director; Brian O’Rourke, director of production; Guia Iacomin, executive producer; Chris Spencer, sr. producer. Production Imperial Woodpecker Stuart McIntyre, director; Doug Halbert, Charlie Cocuzza, exec producers; Matt Wersinger, line producer. Editorial Whitehouse Charlie Harvey, editor; Devon Bradbury, assistant editor; Jonlyn Williams, producer. VFX The Mill Bill Higgins, lead 2D artist; Tara DeMarco, Krysten Richardson, 2D artists; Andy Wheater, matte painter; Matt Longwell, Massive (crowd simulation); Enca Kaul, exec producer; Ben Sposato, producer; Pat DeVaney, production coordinator. Postproduction The Mill Adam Scott, colorist; Thatcher Peterson, exec producer. Music Barking Owl Kelly Bayett, creative director; KC Dossett, producer. Sound Design stimmung Gus Koven, sound designer; Kristina Iwankiw, producer. Audio Post Formosa John Bolen, mixer; Hermann Thumann, second mixer; Lauren Cascio, exec producer. Research STALKR Colleen Cavanaugh Anthony, exec producer; Oliver Merchant, producer; Ed Cook, research.

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