Ahead of FC Barcelona’s upcoming UEFA Champions League match, TBWA\CHIAT\DAY launched a new global campaign for Gatorade starring Lionel Messi (you may have heard of him), entitled “Don’t Go Down.”
“They say that Messi doesn’t talk much” begins the voiceover, over a close-up of the silent, pensive star, “They are wrong.” Because he lets his feet do the talking, “preaching to us all along” and saying “don’t go down brothers and sisters.” Jokes about unintentional sexual innuendo aside, the spot uses Messi’s determination to continue a play at all costs with a broader message of perseverance, ending with the lines, “Because life has more in store for you. If you just stay up.”
It’s nothing new for a sports anthem ad, but the blend of Messi’s on-pitch heroics and those of fans attempting to emulate him is well-constructed. It’s a message that could have been delivered by amateur athletes alone, but becomes much more convincing with the help of the megastar. The 60-second spot made its digital and broadcast debut on Monday and appears on digital platforms globally, including in the U.S., Latin America, Europe and India.
“Gatorade believes that athletic performance is driven from the inside, and that Messi and his style of play embody a similar spirit, which is to never give up and to keep driving forward, both in the game and from a broader perspective,” Gatorade head of global marketing Anuj Bhasin told LBB. “We’re extremely proud to be aligned with a star like Messi and help spread his inspirational message of toughness and resilience through this new content.”
“I’m very excited about the message of perseverance in my new Gatorade spot,” added Messi. “I don’t know if there’s a secret to how I play, it’s something I’ve done since I was little. I always try to continue the play if I’m able to and life is no different. It’s important to keep moving forward through good times and through adversity.”
Credits:
Creative Agency: TBWA\CHIAT\DAY
Creative Director: Renato Fernandez (Worldwide), Mark Peters
Executive Creative Director: Brent Anderson
Executive Producer: Guia Iacomin
Managing Director: Jerico Cabaysa
Planning Director: (Group) Scott MacMaster, (Global) Martin Ramos
Business Affairs: (Sr) Laura Drabkin
Senior Producer: Chris Spencer
Planning Director: (Group) Scott MacMaster, (Global) Martin Ramos
Brand Manager: (Global) Gabi Marino
Brand Director: (Global) David McKenzie
Director of Production: Brian O’Rourke
Production Company: Imperial Woodpecker
Director: Stuart McIntyre
Line Producer: Matt Wersinger
Executive Producer: Doug Halbert, Charlie Cocuzza
Post Production Company: The Mill
Executive Producer: Enca Kaul, (Colour) Thatcher Peterson
Colourist: Adam Scott
Production Coordinator: Pat DeVaney
Producer: Enca Kaul
2D Artists: Tara DeMarco, Krysten Richardson
2D Artist: (Lead) Bill Higgins
2D: (Matte Painter) Andy Wheater
Editorial Company: Whitehouse
Editor: Charlie Harvey
Assistant Editor: Devon Bradbury
Producer: Jonlyn Williams
Sound Production: Kristina Iwankiw
Sound Mix: John Bolen, (2nd) Hermann Thumann @ FORMOSA
Sound Design: Gus Koven @ STIMMUNG
Music Supervision: BARKING OWL
Executive Producer: Lauren Cascio
Creative Director: Kelly Bayett