TBWA\Chiat\Day bids adieu to Yankees captain (and regular starting shortstop since 1996) Derek Jeter in a 90-second send-off spot for Gatorade, an MLB sponsor since 1990.
While there has been no shortage of fanfare surrounding Jeter’s exit from baseball at the quickly approaching end to the season (including a somewhat excessive display at the All Star game), TBWA\Chiat\Day’s farewell for Gatorade, which Jeter collaborated on, manages to charm. Back in July (when it still looked like the Yankees had a shot at the postseason), TBWA\Chiat\Day and Gatorade roped off a few blocks before a home game in the Bronx and, in the words of Molly Carter, Gatorade’s senior director of consumer engagement, “just kind of let Jeter go.”
Jeter is seen interacting with some very surprised and excited fans, signing autographs and even dropping in to Stan’s Sports Bar. Most of the spot’s charm comes from the authentic reactions of the fans, delighted by the opportunity to meet the star player.
Jeter’s collaboration for the ad also extended to the soundtrack, with the shortstop choosing Frank Sinatra’s “My Way” as the song that summed up his career. “It was a true collaboration between Derek and Gatorade,” Carter told Adweek.
The spot breaks online today, followed by a broadcast premiere this Saturday on the YES Network and Fox, when it’s sure to make more than a few Yankees fans teary-eyed. Gatorade will follow this with a full-page ad, written by Jeter, in the New York Daily News and Sports Illustrated on Sept. 28-29. Addressed to New York, the ad will see Jeter thanking fans for their years of support, opening, “From my first at bat until my final out, you helped make me who I am.” The print ad is timed to coincide with Jeter’s final game on September 28th (unless the team makes the playoffs, which they won’t).
Credits:
Agency: TBWA\Chiat\Day
Client: Gatorade
CCO: Stephen Butler
Executive Creative Director: Brent Anderson
Creative Director: Renato Fernandez
Sr. Art Director: Dave Estrada
Sr. Copywriter: Nick Ciffone
Executive Producer: Sarah Patterson
Assistant Producer: Garrison Askew
Managing Director: Peter Ravailhe
Brand Director: Sarah Lamberson
Brand Manager: Robyn Baker
Sports Marketing: Erika Buder
Group Planning Director: Scott MacMaster
Planning Director: Martin Ramos
Planner: Rebecca Harris
Junior Planner: Matt Bataclan
Director of Business Affairs: Linda Daubson
Senior Business Affairs Manager: Laura Drabkin
Talent Payment Manager: Mirielle Smith
Traffic Manager: Jerry Neill
Project Manager: Parker Adame
Production Company: Smuggler
Director: Henry-Alex Rubin
Partners: Patrick Milling Smith, Brian Carmody
COO: Lisa Rich
Executive Producer: Lisa Tauscher
Head of Production: Andrew Colon
Producer: Drew Santarsiero
DP: Enrique Chediak
Editorial: Rock Paper Scissors
Executive Producer: Dave Sellars
Editor: Damion Clayton
Post EFX: The Mill
Executive Producer: Enca Kaul
Producer: Melody Alexander
Production Coordinator: David Lawrence
2D Lead: Jason Bergman
3D Lead/Artist: Wyatt Saverese & Nick Lines
3D Artist: Hassan Taimur
Music: Frank Sinatra “My Way” “Nothing But the Best (Remastered)”
Music Editor: Suzane Peric
Sound Design & Final Mix: Lime Studios
Mixer & Sound Designer: Rohan Young
Executive Producer: Jessica Locke