Ad of the Day: Gatorade

Sports drink's G Series gets inside you

PepsiCo's Gatorade continues to remake itself as a series, rather than just a drink. In case consumers had missed the message, this new 60-second anthem ad from TBWA\Chiat\Day, called "The Inside Edge," truly hammers home the proper way to consume the "G Series" of drinks. Though it skips from scene to scene, "superbly choreographed" is the best way to describe the action. Set to the classic James Brown track "Super Bad," this enervated sequence of athletes engaged in their specialized pursuits employs a perpetual zoom technique, getting closer and closer to each sweaty individual before zooming through to the next. This avoids any break in the action, maximizing the pace of the whole spot. The scenes are divided into three "acts," labeled on screen as "Before," "During" and "After," which are references to when one is meant to drink each of the three varieties of the G Series. The combination of Brown's high-octane vocals and the exhausting physical endeavors of the protagonists does work well to raise the viewer's heart rate. And what comes after that? Thirst, of course. And that is no mean feat: Not only does the spot give instruction on the correct way to consume the product, it also induces a desire to do so without the viewer turning away from the screen or shedding one drop of sweat.

Client: Gatorade
Agency: TBWA\Chiat\Day, Los Angeles
Spot: "The Inside Edge"
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 Arola
Director: Gary Shore
Production Company: Anonymous Content
EP/Head of Commercials: Dave Morrison
Executive Producer: Danielle Peretz
Head of Production: SueEllen Clair
Producer: Aristides McGarry
Director of Photography: Jess Hall
Production Designer: Bruce McCloskey
Editorial Company: Rock Paper Scissors
Executive Producer: Carol Lynn Weaver
Producer: Juliet Batter
Editor: Adam Pertofsky
Assistant Editor: Neil Meiklejohn
Visual FX: A52
Title Design: Elastic
Post Producer: Pete King
VFX Supervisor: Patrick Murphy
CG Supervisor: Adam Newman
2D VFX Artist(s): Jesse Monsour, Stefan Gaillot, Cole Schreiber Brendan Crockett, Andy
Barrios, Gizmo Rivera, Joy Tiernan, Todd Hemsley, Steve Miller, Richard Hirst, Cameron
CG Artists: Kirk Shintani, Paulo de Almada, Ian Ruhfass, Chris Janney, Erin Clark, Joe
Chiechi, Tim Donlevy, Chris Sanchez, Tom Nemeth
Roto Artists: Cathy Shaw, Matt Battaglia, James Buongiorno, Robert Shaw
Music (Anthem :60/:30): Call Me Super Bad by James Brown
Final Mix: Play
Mixer- John Bolen
Producer- Lauren Cascio