Pro Athletes Go Way Back in Time to Hype the Ultramodern Sports Drink BodyArmor

Not your grandfather's thirst quencher

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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.

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