With a little help from the Godfather of Soul James Brown and a handful of athletes including Kevin Durant and Serena Williams, TBWA\Chiat\Day LA continues to push the philosophy and product line of Gatorade’s “G.” The agency once again resorts to the three-phase motif of “The Before, The During, The After” and shows that within the sugary energy drink spokesperson lies the heart of a badass. Camp G tells us that this latest campaign “metaphorically examines the story inside the athletes.” Whatever the case, at least they’ve made some strides since 2009. Credits after the jump…
Agency: TBWA\Chiat\Day
Executive Creative Director: Patrick O’Neill
Creative Director: Jayanta Jenkins
Creative Director: Donna Lamar
Copywriter: Eric Arnold
Art Director/ Associate Creative Director: Javier Castillo
Executive Producer: Sarah Patterson
Senior Producer: Lisa Johnson
Assistant Producer: Matt Magsaysay
Production Integration Manager: Dogan Dattilo
Group Planning Director: Scott MacMaster
Worldwide Managing Director: Nick Drake
Account Director: Kristen Latto
Management Supervisor: Jaclyn Corr
Sports Marketing Account Executive: Drew Haberkorn/Lexi von der Lieth
Account Executive: Chanel Arol
Prod Company: Anonymous Content
Director: Gary Shore
Executive Producer: Danielle Peretz
EP/Head of Commercials: Dave Morrison
Head of Production: SueEllen Clair
Producer: Aristides McGarry
Director of Photography: Jess Hall
Production Designer: Bruce McCloskey