In its latest installment of its “Fuel Tomorrow” campaign from TBWAChiatDay LA, Gatorade is celebrating the fun of sport, underscoring the brand’s belief that when you play for the love of the game, you get the most out of it.
The spot creative was developed based on the National Alliance for Youth Sports reporting that a majority of kids are quitting sports by age 13 because it’s not fun anymore.
Entitled “All For Fun” and directed by Dave Meyers of RadicalMedia, this commercial features some of the brand’s youngest roster athletes to inspire the next generation to have fun while playing sports, including Fernando Tatis Jr., Sydney McLaughlin, Paige Bueckers, Trevor Lawrence and Karl Anthony Towns.
In the spot, each athlete is brought back to when they were kids to depict one of the best parts of playing sports–the camaraderie of the game and falling in love with sport.
Credits
Client Gatorade Agency TBWAChiatDay LA Caleb Jensen, executive creative director; Mark Peters, group creative director; Dan Hales, sr. art director; Stew Tribe, sr. copywriter; Bruno Regalo, chief design officer; Thiago Matsunaga, associate digital design director; Guia Iacomin, director of production; Claire Allman, content producer; Karly DeWees, art producer; Linnea Goodman, associate producer; Scott MacMaster, executive strategy director; Martin Ramos, strategy director; David Heiser, integrated strategy director; Sheida Karami, sr. brand strategist; Tres Jones, jr. strategist. Production RadicalMedia Dave Meyers, director; Jim Bouvet, SVP/head of commercials; Frank Scherma, exec producer; Cathy Dunn, head of production; Dave Bernstein, Colin Moran, line producers; Kristi Fiore, production supervisor; Scott Cunningham, DP; Mark Snelgrove, production designer; Courtney Stern, stylist. Editorial Cabin Nathan Rodgers, editor; George Romo, assistant editor; Carr Schilling, managing partner; Adam Becht, exec producer; Katy Lester, sr. post producer. Color Company 3 Stefan Sonnenfeld, sr. colorist; Blake Rice, sr. producer, color. Sound Design/Mix Beacon Street Studios Rommel Molina, sr. mix/sound designer; Kerri Shak, mix assistant; Kate Vadnais, EP of mix/sound design producer. VFX/Finishing Shape + Light Aaron Neitz, VFX supervisor/lead Flame; Rob Trent, managing partner/creative director; Scott Boyajan, executive production; Arielle Weir, sr. VFX producer. Footage Research Stalkr Colleen Cavanaugh Anthony, exec producer; Randall Collett, project manager; Alexis Everhart, producer; Jeffrey Harland, Chelsea Zerbe, Craig Phillips, Mike Kho, Aaron Sharper, Spring McCoy, researchers.
How do you top one of the most viral brand videos ever made? Spoiler alert: you can’t. But when Dollar Shave Club tapped Zack Seckler to direct a new campaign to revive the absurdist humor of its iconic launch video, he knew he had a rare opportunity to create something special.
The brief was simple: introduce the concept of a physical “Club” that people would love to join while showcasing Dollar Shave Club’s products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOT’s 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this “Welcome to the Club” spot which invites us to join a unique, seemingly exclusive but in reality an accessible and affordable fraternity of Dollar Shave Club members. But you need to know the password or more accurately, the two-word phrase--"shave money."
“The Club” campaign brings the brand back to its humorous roots, reflecting a new chapter after being acquired by Nexus Capital Management from Unilever in late 2023. The work takes Dollar Shave Club back to its disruptive beginnings and what made the brand a viral sensation from its inception in 2011.
