TBWA, JJ Watt and the Manning Brothers Scare Kids in Gatorade Campaign

By Patrick Coffee 

It’s been nearly six months since TBWA\Chiat\Day brought back one Michael Jordan to remind everyone how much they love Gatorade.

The agency, which recently promoted Renato Fernandez to the global creative director role on the account, focused on sweat in its last ad for the ‘ade. We mean the good kind of sweat–sweat born of competition and love of the game. That kind of stuff.

Its new spot makes the same point with some stars from another sport: JJ Watt and the Manning brothers Peyton and Eli. The message behind “Sweat It to Get It” is that one has to earn that refreshing electrolyte goodness.

But first, Watt performs feats of strength and makes college kids feel super weird.

…and again:

In the next one, Peyton and Eli look like they might be late for a nearby yacht party:

Admit it: you wanted Peyton to pick up the vending machine Hulk-style instead of forcing those kids to dance with each other.

Next, it’s not just a man’s world:

Did JJ Watt really look like he just came from the gym? Nah.

Here’s the version in which they totally psych some dude out:

This may be our favorite of the bunch:

You’ll find a couple more on the campaign page.

In the Easter egg portion of these hidden camera shenanigans, the not-at-all-creepy custodian is played by Rob Belushi, son of Jim.

And in other news, Gatorade’s main spokesperson took the stand today to testify against a Chicago-area grocery store chain that used his name and number without his permission, revealing that he “doesn’t do deals for less than $10 million.

Pretty sure the Manning brothers aren’t so demanding.

Chief Marketing Officer: Morgan Flatley
Senior Director, Consumer Engagement: Kenny Mitchell
Director of Digital Strategy: Jeff Miller
Associate Marketing Manager: Nicki Granadier
Assistant Marketing Manager: Emily Krall
Senior Director, Sports Marketing: Jeff Kearney
Sports Marketing Manager: Kyle Grote
Director of PR Lauren Burns
Senior Manager, PR Katie Montiel


Chief Creative Officer: Stephen Butler
Executive Creative Director: Brent Anderson
Worldwide Creative Director: Renato Fernandez
Senior Copywriter: Nick Ciffone
Senior Art Director: Dave Estrada
Director Of Production: Brian O’Rourke
Senior Producer: Tim Newfang
Managing Director: Peter Ravailhe
Director Branded Content: Marc Johns
Brand Director: Simon Nicholls
Assistant Brand Manager: Erika Buder
Group Planning Director: Scott MacMaster
Global Planning Director: Martin Ramos
Planning Director: Abigail Weintraub
Planner: Matt Bataclan
Junior Planner: Joe Elliott
Director Of Business Affairs: Linda Daubson
Business Affairs Manager: Laura Drabkin
Talent Payment Manager: Mirielle Smith
Talent Payment Manager: Annie Boyle


Group Account Director: Susanna Earnest
Digital Strategy Supervisor: Brandon Saranik
Digital Marketplace Supervisor: Sadie Olen
Strategist: MiRon Leveston
Associate Media Director, Optimum Sports: Natalie Behrman
Supervisor, Optimum Sports: Adrienne Voltaggio

Creative Director, Art: Nick Allegri
Creative Director, Copy: Mark Philip
Sr. Copywriter: Ryan Simpson
Copywriter: Sam Hirshberg
Group Account Director: Stephanie DeCelles
Sr. Account Manager: Maggie Glenski
Senior Social Strategist: Kyle Rogers
Senior Community Manager: Charles Gooch

Production Company
NFL Films

VP Project Management: Kennie Smith
Director Of Photography: Hank McElwee
Senior Director Field Operations: Mark Morris
Director, Project Management: Alan Brown
Line Producer: Claudio Kuhn

Director: Alex Grossman

HutchCo Technologies

Editor: Jim Hutchins
Editor: Joaquin Machado
Executive Producer: Jane Hutchins
VFX Artist: Austin Hickman-Fain

Colorist: Jonny McPheeters

Lime Studios

Executive Producer: Susie Boyajan
Mixer: Loren Silber
Assistant Mixer: Mark Nieto


Executive Producer: Lexi Stearn
Producer: Abisayo Abejare
VFX Artist: Mark Holden