Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
BodyArmor fields an impressive lineup in "This Is Now," a commercial that positions the brand as an alternative to established players like Gatorade and Powerade.
Director Brian Ford and production company Schema Media strove "to make sure we had a unique creative approach to draw consumers in and hammer home that we are the sports drink for today's athlete," vp of marketing Michael Fedele tells AdFreak.
Quick cuts depict passé eras with which the brand would rather not be associated.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in