Ad of the Day: Peyton Manning and Cam Newton Prank Store Customers for Gatorade | Adweek Ad of the Day: Peyton Manning and Cam Newton Prank Store Customers for Gatorade | Adweek
Advertisement

Ad of the Day: Peyton Manning and Cam Newton Prank Store Customers for Gatorade

Rob Belushi co-stars in 'Sweat it to get it'

If you're not actually sweating, you can take a hike.

Gatorade must think its customer base is too big, as the brand's new ad campaign from TBWA\Chiat\Day shows people in a convenience store being denied the sports beverage unless they're actively sweating.

Eight hidden-camera style videos are anchored by Rob Belushi (son of Jim), who plays the deadpan store clerk doing the denying—explaining to the customers that they have to "sweat it to get it" (the campaign's tagline) and "burn some to earn some."

Peyton Manning and Cam Newton then make cameos—the former as the ostensible manager of the store, the latter as a fellow customer.

The agency says the campaign was shot on location at an actual convenience store with over 15 hidden cameras and directed by Jody Hill of Eastbound & Down fame. (Hill also directed the new Dodge Dart campaign out of Wieden + Kennedy.)

"Gatorade was invented to replace what athletes sweat out. So the intent was to create something that might cause someone who reaches for a Gatorade to think, 'Hold up … have I earned this?'" says Brent Anderson, ecd at TBWA\C\D in Los Angeles.

"Sweat it to get it" signage will appear in more than half of all Gatorade convenience store locations through the NFL preseason and regular season. Presumably no one who's dry to the touch will actually be turned away.



CREDITS
Client: Gatorade
Chief Marketing Officer: Morgan Flatley
Senior Director, Consumer Engagement: Molly Carter
Marketing Director: Jamie Davies
Manager, Branded Entertainment: Nancy Laroche
Senior Director, Sports Marketing: Jeff Kearney
Director, Sports Marketing: Tom Prochaska

Agency: TBWA\Chiat\Day, Los Angeles
Chief Creative Officer: Stephen Butler
Executive Creative Director: Brent Anderson
Global Creative Director: Jayanta Jenkins
Senior Art Director: Dave Estrada
Senior Copywriter: Nick Ciffone
Copywriter: Nick Cohen
Art Director: Jon Soto
Production Director: Brian O'Rourke
Senior Producer: Tim Newfang
Managing Director: Peter Ravailhe
Branded Entertainment Manager: Marc Johns
Sports Marketing Manager: Erika Buder
Project Manager: Parker Adame
Associate Brand Manager: Ralph Lee
Group Planning Director: Scott MacMaster
Planning Director: Martin Ramos
Planner: Rebecca Harris
Junior Planners: Katie Acosta, Matt Bataclan
Business Affairs Director: Linda Daubson
Executive Business Affairs Manager: Lisa Lipman
Talent Payment Manager: Mirielle Smith
Traffic Operations Director: Dessiah Maxwell
Broadcast Traffic: Jerry Neill

Production Company: Caviar Content
Director: Jody Hill
Executive Producer: Luke Ricci
Producer: Brian Quinlan
Production Designer: Mark Snelgrove
Director of Photography: Michael Svitak
Managing Partner: Michael Sagol

Editing Company: HutchCo Technologies
Editor: Jim Hutchins
Assistant Editor: Joaquin Machado
Executive Producer: Jane Hutchins

Postproduction: The Mill
Senior Executive Producer Sue Troyan
Executive Producer: Enca Kaul
Producer: Kiana Bicoy
Production Coordinator: Jillian Lynes
2-D Lead Artists: Robin McGloin, Scott Wilson, Patrick Munoz, Scott Johnson
Colorist: Nick Sanders

Advertisement

Advertisement