Ad of the Day: Gatorade

And you thought he only ate McNuggets. After his epic performance at the London Olympics, Usain Bolt gets an epic commercial to match—this Gatorade spot from TBWA\Chiat\Day, in which the Jamaican sprinter is presented as a Grim Reaper of sorts, killing off any hopes that rivals might have had of finishing anywhere near him. Face obscured by a hoodie, Bolt stalks his way through London—its backstreets and byways, tunnels and parks—on his way to the Olympic Stadium, as the voiceover gloats about how Gatorade didn't have to advertise at the Games because it was already inside the athletes. "We weren't there on stadium billboards," the narrator begins. "We weren't there on double-decker buses. We weren't on buttons, souvenirs or commemorative snow globes. We weren't there officially sponsoring anything. We were there for real. Inside the bodies of some of the greatest athletes on earth." Bolt enters an empty Olympic Stadium, pulls back his hood, and pops an orange Gatorade energy chew in his mouth. Suddenly, he's on the track, ready to make history as the crowd roars. Cut to the Gatorade logo and the hashtag #winfromwithin. The spot is actually a recut version of one that broke a month ago, in which Bolt himself provided the voiceover—vowing never to stop until he had vanquished all opponents. Having done so in dramatic fashion in London, he's earned the right to brag—and so have the brands who snapped him up early as an endorser. Now, if only Gatorade could move a little faster, and update Bolt's bio on its website. [jwplayer kzzTh1VC-1kT9Z8rj] CREDITS Client: Gatorade Agency: TBWA\Chiat\Day, Los Angeles Executive Creative Director: Patrick O'Neill Global Group Creative Director: Brent Anderson Global Group Creative Director: Steve Howard Creative Director: Jayanta Jenkins Creative Director, Copywriter: Linda Knight Executive Producer: Sarah Patterson Producers: Molly Tait, Michael Gross, Matthew Magsaysay Executive Business Affairs Manager: Lisa Lipman Group Planning Director: Scott MacMaster Senior Planner: Marisa Robertson Planner: Rebecca Harris Worldwide Managing Director: Nick Drake Group Account Director: Blake Crosbie Management Supervisor: Magdalena Huber Account Supervisor: Brad Nolde Sports Marketing Account Executive: Lexi Vonderlieth Music Supervisor: Michael Gross Production Company: Untitled Director: The Cronenweths Executive Producer: Jim Evans Head of Production: Geoff Campbell General Manager: Larry Edwards UPM: Kay Kelman Director of Photography: Jeff Cronenweth Production Company: Smuggler Director: Jaron Albertin Executive Producers, Heads of Commercials: Brian Carmody, Patrick Milling Smith Executive Producers: Lisa Rich, Allison Kunzman Producers: Lisa Tauscher, Helen Hollien, Donald Taylor Director of Photography: Linus Sandgren Production Designer: Duncan Reed Service Production Company: Mad Cow Films Executive Producer: Pete Chambers Producer: Jonas Blanchard Production Manager: Melissa Fallon Editorial Company: Rock Paper Scissors Executive Producer: Linda Carlson Producer: Justin Kumpata Editor: Angus Wall Assistant Editor: Austyn Daines Visual Effects: The Mill Visual Effects Producer: Enca Kaul 2-D Lead: Billy Higgins Design Art Director: Tom O’Neill Design Producer: Luscia Boryczko Music: Original Music by Human Final Mix: Lime

Brand Marketing

Ad of the Day: Gatorade

Usain Bolt is the Grim Reaper in a spot celebrating his killer instinct in London

Tim Nudd

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Tim Nudd