In these latest hidden camera spots, unsuspecting college students try to get a Gatorade out of a vending machine, but when it doesn’t dispense, a custodian (played by Rob Belushi, son of Jim Belushi) tips them off that they have to “sweat it to get it.”
In this particular commercial titled “Tip,” NFL superstar JJ Watt, a massive physical specimen, then enters the scene and tips over the vending machine which falls to its side on the ground. A semi-mortified college student hopeful of getting a Gatorade is speechless. The custodian suggests to the student that if he can pick up the vending machine and work up a sweat, he might get a Gatorade. JJ Watt then returns for another bit of not so subtle intimidation.
NFL Films produced this campaign–which also features NFL quarterbacks Eli and Peyton Manning–for TBWAChiatDay LA. Alex Grossman directed the package of spots.
Credits
Client Gatorade Agency TBWAChiatDay, Los Angeles Stephen Butler, chief creative officer; Brent Anderson, executive creative director; Renato Fernandez, worldwide creative director; Nick Ciffone, sr. copywriter; Dave Estrada, sr. art director; Brian O’Rourke, director of production; Tim Newfang, sr. producer; Marc Johns, director branded content. OMD/OS, Chicago Brandon Saranik, digital strategy supervisor; Sadie Olen, digital marketplace supervisor; MiRon Leveston, strategist (OMD). VML, Kansas City, MO Mark Philip, creative director, copy; Nick Allegri, creative director, art; Ryan Simpson, sr. copywriter; Sam Hirshberg, copywriter. Production NFL Films Kennie Smith, VP project management; Hank McElwee, DP; Mark Morris, sr. director field operations; Alan Brown, director project management; Claudio Kuhn, line producer. Production Alex Grossman, director. Editorial HutchCo Technologies, Los Angeles Jim Hutchins, Joaquin Machado, editors; Jane Hutchins, exec producer; Austin Hickman-Fain, VFX artist. Post Libertad Sol Jonny McPheeters, colorist. VFX MPC Santa Monica, Calif. Lexi Stearn, exec producer; Abisayo Abejare, producer; Mark Holden, VFX artist. Audio Lime Studios, Santa Monica Loren Silber, mixer; Mark Nieto, assistant mixer; Susie Boyajan, exec producer.
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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