Ad of the Day: Kevin Durant and Dwyane Wade Star in Gatorade's 'Fixation' Spot | Adweek Ad of the Day: Kevin Durant and Dwyane Wade Star in Gatorade's 'Fixation' Spot | Adweek
Advertisement

Ad of the Day: Gatorade

Big dreams bring bad dreams for Kevin Durant and Dwyane Wade

OK, so does everyone watch Game of Thrones? You all do, right? You know how Ned has those horrible nightmares about things that actually happen in the first season? This is kind of what happens to Kevin Durant and Dwyane Wade, who both have horrible, horrible dreams about Gatorade.

Wait, no, they have horrible dreams about what happens when you don't drink Gatorade.

Point is, Gatorade and G1 series chews give you terrible, terrible nightmares.

Here's my question: Does Wade's dream include Kevin Durant's dream and his training regimen? Because if so, I want to know what happens when, I dunno, Chris Paul wakes up screaming, having dreamed both Wade and Durant's dreams and goes to his fridge and gets out a bottle of … POWERADE.

Too serious a twist, probably.

This is a clever ad. It's actually kind of bleak if you stop to think about it too hard, as I clearly have. Are these two men locked in an infinitely iterating dream battle? Will either ever emerge victorious? It's the Inception of salty-fruit-punch commercials.

Speaking of Paul, man, these basketball guys do a lot of commercials, right? It took me a few minutes to actually notice, but wow, MJZ director Rupert Sanders and agency TBWA\Chiat\Day have done an incredible job staging a basketball game in this spot. The training montage is kind of vanilla, but the game is top-notch, and the music couldn't be better. Also, this one will air well internationally—doesn't require a single line of dialogue.

And that's good, because you know what Americans are not thinking about right now? Professional basketball.

CREDITS
Client: Gatorade

Agency: TBWA\Chiat\Day
Chief Creative Officer: John Norman
Global Group Creative Director: Brent Anderson
Global Creative Director: Jayanta Jenkins
Associate Creative Director/Writer: Gustavo Sarkis
Associate Creative Director/Art Director: Renato Fernandez
Associate Creative Director/Art Director: Guto Araki

Executive Producer: Sarah Patterson
Producer: Katie Lambrecht
Assistant Producer: Garrison Askew
Executive Project Manager: Karen Thomas

Managing Director: Nick Drake
Group Account Director: Blake Crosbie
Global Account Director: Caroline Britt
Management Supervisor: Magdalena Huber
Global Management Supervisor: Chris Crockett
Account Supervisor: Kyle Webster
Global Account Supervisor: Catherine Fishback
Account Executive: Robyn Baker
Sports Marketing: Lexi Vonderlieth
Sports Marketing: Brynn Cameron

Group Planning Director: Scott MacMaster
Planning Director: Martin Ramos
Planner: Rebecca Harris
Junior Planner: Katie Acosta
Junior Planner: Matt Bataclan

Director of Business Affairs: Linda Daubson
Senior Business Affairs Manager: KK Davis
Talent Payment Manager: Vanessa Aniles
Traffic Manager: Jerry Neill

Production Company: MJZ
Director: Rupert Sanders
President: David Zander
Executive Producer: Kate Leahy
Producer: Laurie Boccaccio

Editorial: Rock Paper Scissors
Executive Producer: CL Weaver
Head of Production: Angela Dorian
Editor: Kirk Baxter

Post EFX: The Moving Picture Company
Executive Producer: Asher Edwards
Producer: Juliet Thierney
Supervisor: Paul O’Shea

Music: Amber Music
Original Composition
Composer: Eugene Cho
Executive Producer: Michelle Curran

Sound Studio: Lime Studios
Mixer: Rohan Young
Executive Producer: Jessica Locke

Sound Design: Barking Owl

Advertisement