Star Athletes ‘Never Lose the Love’ in TBWA\Chiat\Day L.A.’s Latest for Gatorade

By Erik Oster 

TBWA\Chiat\Day L.A. launched a new spot for Gatorade featuring Serena WilliamsUsain BoltApril Ross and Paul George training hard with some help from their younger selves.

The spot opens with Williams waking up to an alarm and Young Serena saying “It’s time to play” before heading for the court. Viewers are then introduced to young versions of the other stars, who continue to push their respective older selves through rigorous training throughout the spot, set to Jimmy Durante‘s “Young at Heart.”

The message is underscored with the line “The Best Never Lose That Love” at the ad’s conclusion, gelling nicely with the overall “For the Love of Sports” brand message. In addition to the 60-second spot, the campaign also includes “Fuel the Love Forward” spots featuring Bolt, Williams and Ross telling their own stories. Additionally, Gatorade is furthering the youth sports connection by asking visitors to the campaign landing site to vote for which youth athletic charities the brand should donate to.