Dwyane Wade Stays Cool in TBWA\Chiat\Day’s Latest for Gatorade

By Erik Oster 

Last month, TBWA\Chiat\Day launched a spot for Gatorade Recover, showing star athletes at rest after a big game. Now the agency has launched a new 30-second spot starring Miami Heat shooting guard Dwyane Wade demonstrating how Gatorade Frost helps Wade play it cool under pressure.

Sure it does!

In “Play Cool,” Wade reaches for a Gatorade Frost with the game on the lane and is transported to his cold place, where George “The Iceman” Gervin assures him “he’s cool.” The two then trade some cold similes, including “cool like a penguin in a tanktop” and “like a yeti, eating frozen spaghetti.”

It’s a fun approach, with Wade a good selection to trade goofy lines with the legendary Gervin. The yeti line in particular is one people are likely to remember, whether they find it funny or just stupid. That gets to the core of why the approach works, as well, whether or not you appreciate the humor, it’s hard to deny that the execution is memorable.

Agency: TBWA\Chiat\Day
Client: Gatorade
Chief Creative Officer: Stephen Butler
Executive Creative Director: Brent Anderson
Worldwide Creative Director: Renato Fernandez
Creative Director: Mark Peters
Sr. Copywriter: Cyrus Coulter
Executive Producer: Guia lacomin
Associate Producer: Kathleen Ackel
Managing Director: Jerico Cabaysa
Brand Director: Robyn Morris
Associate Brand Manager: Dylan Hinshaw
Group Planning Director: Scott MacMaster
Global Planning Director: Martin Ramos
Planning Director: Abigail Weintraub
Planner: Matt Bataclan
Jr. Planner: Joe Elliott
Director of Business Affairs: Linda Daubson
Senior Business Affairs Manager: Laura Drabkin
Associate Business Affairs Manager: Mirielle Smith
Talent Payment Manager: Annie Boyle
Traffic Manager: Judy Brill

Production Company: Biscuit Film works
Director: Matt Dilmore
Managing Director: Shawn Lacy
Executive Producer: Rick Jarjoura
Head of Production: Rachel Glaub
Head of Production: Mercedes Allen
Producer: Andrew Denyer

Editorial: Hutch Co Technologies
Executive Producer:  Jane Hutchins
Editor:  Jim Hutchins
Assistant Editor:  Joaquin Machado

VFX Studio:  A52
VFX Supervisor: Jesse Monsour
CG Supervisor:  Kirk Shintani
2D VFX Artists:  Richard Hirst, Enid Dalkoff, Dan Ellis, Gabe Sanchez
3D Artist:  Manny Guizar
Roto Artist:  Tiffany Germann
Producer:  Josef LeBeau
Head Of Production: Kim Christensen
Executive Producer:  Patrick Nugent

Color: The Mill
Executive producer: Thatcher Peterson
Color Producer: Diane Valera
Color Coordinator: Jackson Rogers
Artist:  Adam Scott
Sound Design: Stimmung
Exec Producer: Ceinwyn Clark
Producer: Kristina Iwankiw
Sound Designer: Gus Koven

Final Mix: LIME
Executive Producer: Susie Boyajan
Producer: Kayla Phungglan
Mixer : Mark Meyuhas
Assistant Mixer: Peter Lapinksi

Music Licensing: MEGA Inc.
Founder: Danny Socolof
VP of Licensing: Madeline Adami