Ad of the Day: Gatorade

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.