Powerade pulls no punches whatsoever in this spot from Wieden + Kennedy Portland starring 19-year-old amateur boxer and U.S. Olympian Shakur Stevenson.
The Players Tribune is furthering its push into digital video with the new series, From Somewhere. It'll be the 10-month old, Derek Jeter-founded sports site's first branded series and will be sponsored by Powerade. In fact, From Somewhere was inspired by Powerade's "Just a Kid" campaign, featuring Chicago Bulls star Derrick Rose.
Billboards don't usually ask a lot of you, beyond a cursory glance. But these Powerade boards from Ogilvy & Mather Berlin put you right to work.
In this inspirational ad from Wieden + Kennedy for Powerade, a boy who represents a young Derrick Rose rides through the south side of Chicago to a voiceover by Tupac Shakur—the late rapper's first narration of a commercial. "You see, you wouldn't ask why the rose that grew from the concrete had damaged petals," Shakur says. "On the contrary, we would all celebrate its tenacity. We would all love its will to reach the sun. Well, we are the roses. This is the concrete. These are my damaged petals. Don't ask me why. Ask me how."
When LeBron James had to stagger off the court last night with a heat-induced leg cramp, one brand seemed all too happy to pour a few hundred milligrams of sodium into the wound.
For decades, athletes saw emotional vulnerability as something to be shunned, a personal shortcoming that must be internalized and kept out of the limelight at all costs. Competitors seemed to hatch into life as fully formed adults—stoic, hardened and almost inhuman in their single-minded fortitude.