For anyone who thinks playing ice hockey strapped into a sled is easier than playing it standing up, Gatorade would like to set the record straight.
Last August, the sports brand (with help from TBWA Toronto) enlisted NHL players like Sidney Crosby of the Pittsburgh Penguins and Claude Giroux of the Philadelphia Flyers to surprise the Cruisers, a team of sled hockey players, with some fresh—and, a new video shows, relatively amateur—competition.
The concept is something like a cross between Guinness's 2013 "Basketball" ad, which saw able-bodied men strap themselves into wheelchairs for a game of hoops with a disabled friend, and a 2012 Budweiser reality-style spot in which the brand treated recreational ice hockey players to the pro treatment, like stands full of screaming fans.
Scott Hartnell of the Columbus Blue Jackets add some extra credibility—and a little comedy—to the proceedings, when he nearly eats the ice. But mostly it's nice to see the sledge hockey players get a chance to face off and trash talk with some of their icons—and ultimately, get their own moment in the spotlight.
Perspectives from the players:
Perspectives from the sledge athletes:
Highlights of the game itself:
Agency: TBWA Toronto
Executive Creative Director – Allen Oke
Creative Director – Gerald Kugler
Creative Director – Rodger Eyre
Writer – Robbie Percy
Art Director – Caitlin Gauthier
Producer – Lauren Sloan
Account Supervisor – Andrew Harris
Account Director – Patrick Lemoine
Director – Lionel Coleman
Line Producer – Adam McCloy
Production House – Wilfrid Park
Exec Producer – Tuula Hopp
Editor – Ross Birchall @ Saints
Post Producer @ Saints – Stephanie Hickman
Transfer – Tricia Hagoriles @ Alter Ego
Audio/Music – Adam Damelin @ The Eggplant
Producer @ Eggplant – Nicola Treadgold
Online Editor – Sean Cochrane @ The Vanity
Exec Producer @ The Vanity – Stephanie Pennington
Shirley Mukerjea – Director of Marketing – Gatorade
Sean Cauterman – Associate Marketing Manager – Gatorade
Devin Smith – Director, Marketing and Community Relations
Dave Adams – Account Manager
Theresa Martel – Client Services Director