TBWA Celebrates Gatorade’s 50th Anniversary

By Erik Oster 

TBWA has crafted a new spot, entitled “50,” celebrating Gatorade’s 50th anniversary and looking back at notable sporting accomplishments from the past half century.

“50” opens with a nod to Gatorade’s roots with the Florida Gators; as head coach Ray Graves asks his team to drop and give him 50 pushups they begin counting. For each number the team counts off, the scene shifts to a different notable athlete or accomplishment from the past 50 years. Number two is represented by Derek Jeter, 45 by Michael Jordan, while four refers to Super Bowl IV, for example. Part of the fun for sports fans will be spotting all the references and how they connect to the number they are given. For Gatorade, it’s a reminder to viewers that the sports drink has been present for many of the important athletic accomplishments of the past 50 years, hammered home by the tagline, “50 years fueling the champion within” as the ad comes full circle and the viewer is once again back at the University of Florida(albeit in the modern day).

Gatorade is also releasing an interactive version of the ad on its YouTube page, which allows fans to more closely examine the events depicted in the ad. The brand worked with digital agency VML on the execution.

“The YouTube extension allows us to identify every single moment,” Gatorade Chief Marketing Officer Morgan Flatley toldĀ AdAge, adding, “no matter how close you are to sports, there are some in there that are a little tricky.”


Agency: TBWA\Chiat\Day

Client: Gatorade

Chief Creative Officer: Stephen Butler

Executive Creative Director: Brent Anderson

Creative Director: Renato Fernandez

Creative Director: Gustavo Sarkis

Creative Director: Mark Peters

Associate Creative Director: Doug Menezes

Executive Producer: Sarah Patterson

Integrated Producer: Garrison Askew

Executive Project Manager: Karen Thomas

Project Manager: Mark Diaz

Managing Director: Peter Ravailhe

Brand Director: Sarah Lamberson

Brand Director: Simon Nicholls

Brand Manager: Robyn Morris

Associate Brand Manager: Ralph Lee

Sports Marketing: Erika Buder

Account Group Assistant: Samantha Sabine

Group Planning Director: Scott MacMaster

Planning Director: Martin Ramos

Senior Planner: Rebecca Harris

Planner: Matt Bataclan

Director of Business Affairs: Linda Daubson

Senior Business Affairs Manager: Laura Drabkin

Talent Payment Manager: Mirielle Smith

Senior Traffic Manager: Jerry Neill

Production Company: HSI

Directors: Brendan Malloy and Emmett Malloy

Executive Producer: Roger Zorovich

Producer: John Hardin

DP: Tim Hudson

Stock Footage Research : Stalkr

Editorial: Whitehouse Post

Executive Producer: Joni Williamson

Producer Jonlyn Williams

Editor: Charlie Harvey

Assistant Editor: Devon Bradbury

Post EFX: Carbon

Executive Producer:: Marlo Baird Kinsey

Creative Director: Chris Noellert

Flame: Chris Moore, Pete Mayor, Michael Vaglienty

Graphic Design: Ryan Wehner

Associate Producer: Nick Vassil
Music: Beacon Music

Sound Design : Barking Owl
Final Mix: Lime Studios

Mixer: Rohan Young