TBWA, Gatorade and Michael Jordan Love Sweat

By Patrick Coffee 

TBWA\Chiat\Day’s latest ad for Gatorade officially launched yesterday, and it has a few key elements in common with the agency’s past work for the brand: Michael Jordan and sweat. Lots of sweat.

As Jordan himself clarifies in his role as narrator, however, Gatorade doesn’t love all sweat:

The point made by Jordan with the help of fellow athletes Serena Williams, Usain Bolt, April Ross and JJ Watt is that Gatorade helps athletes deal with the good kind of sweat–the kind that comes after a hard workout rather than, say, the kind that stems from anxiety about the legal status of your startup.

Unlike TBWA’s last campaign for the client, this one does not lean on classic taglines. It does, however, reinforce Gatorade’s key message: that its product serves as the fuel on which the world’s top athletes run. As the release tells us, the ‘ade has “been fueling athletes for over half a century” and will continue to do so.

TBWA will also continue to help spread that message: last month the agency promoted Renato Fernandez, the creative who’s been working on Gatorade for years (first at AlmapBBDO) to the position of worldwide creative director “with responsibility for the Gatorade brand.”

Readers were slightly confused by the promotion because TBWA told us that the role played by its global CD for the Gatorade account will not change in light of Fernandez’s promotion. The point, though, is that the sports drink will continue to be one of the Omnicom shop’s marquee clients for the foreseeable future.

Just look at all these credits!

Agency: TBWA\Chiat\Day
Client: Gatorade

Chief Creative Officer: Stephen Butler
Executive Creative Director: Brent Anderson
Worldwide Creative Director: Renato Fernandez
Copywriter: Scott Cleveland
Art Director: Pierce Thiot

Executive Producer: Sarah Patterson
Producer: Lacy Plunk
Managing Director: Peter Ravailhe
Brand Director: Simon Nicholls
Brand Manager: Robyn Morris
Sports Marketing AE: Erika Buder
Associate Brand Manager: Samantha Sabine

Group Planning Director: Scott MacMaster
Global Planning Director: Martin Ramos
Planner: Matt Bataclan

Director of Business Affairs: Linda Daubson
Senior Business Affairs Manager: Laura Drabkin
Talent Payment Manager: Mirielle Smith
Traffic Manager: Judy Brill
Executive Project Manager: Karen Thomas

Production Company:  Imperial Woodpecker
Director:  Mark Zibert
Executive Producer: Charlie Cocuzza
Producer:  Matt Wersinger
DP: Mattias Rudh

Editorial: Whitehouse Post
Editor: Charlie Harvey
Assistant Editor: Devon Bradbury
Producer: Jonlyn Williams
Executive Producer: Joni Williamson

Post EFX:  The Mill
Senior Exec Producer:  Sue Troyan
Exec Producer: Enca Kaul
Senior VFX Producer:  Kait Boem
Shoot Supervisor:  John Leonti
Executive Creative Director: Phil Crowe
Creative Director : John Leonti
2D Lead: Narbeh Mardirossian
3D Lead: Simon Brown
2D Artists:  Tim Bird, Scott Wilson Edward Black, Jale Parsons, Tara DeMarco
3D Artists: Josh Hatton, Kelvin Liang, Krystal Sae Eua, Monique Espinoza, Richard Fallat, Robert Chapman, Jenna Kind, Steven Olson, Thom Price, Bridget Warrington, Juan Zavala, Katie Yancey, Mike Di Nocco, Ashraf Ghoniem, Phill Mayer, Koen Vroeijenstijn, Ed Boldero, Brett Angelillis, Berk Hakguder

Matte Painting: Itai Muller, Chris Goodrich
Motion Graphics: Justin Sucara
VFX Coordinator  Daniel Midgley & Greg Dupree
Colorist:  Adam Scott
Color Exec Producer: Thatcher Peterson
Color Producer: Antonio Hardy

Post EFX End Card: The Mill

Music Supervision:
Music Supervisor: Andrew Kahn, Good Ear Music

Music Licensing: Mega, Inc.
Madeline Adami
Danny Socolof

Sound Design & Final Mix:

Mixer: Rohan Young
Assistant Mixer:  Jeff Malen


Song: “Step Up”
Artist: Mapei