TBWA\Chiat\Day LA Celebrates Peyton with ’51 And Counting’ for Gatorade

By Erik Oster 

TBWA/Chiat Day celebrates Peyton Manning breaking the NFL single-season touchdown record with an inspirational campaign for Gatorade.

At the heart of the new campaign is the thirty second spot, “51 And Counting.” The simple spot shows photos of Peyton unleashing each of his 51 touchdown passes, set to inspirational narration about ignoring those who tell you what you can’t do. It’s a timely response to Manning’s record-breaking season, and the association with Peyton is sure to win Gatorade some points with fans. That TBWA/Chiat Day couldn’t follow up the last photo with footage of the record breaking pass being completed is something of a letdown, but I imagine logistical/legal concerns are to blame. The campaign also includes a celebratory print ad in Sports Illustrated, congratulating Manning on winning the Sportsman of the Year award “by painting a picture of what it means to win from within using only words and Manning’s number, 18.” Stay tuned for the print ad, and credits, after the jump. Credits:


Client: Gatorade

Campaign: Peyton 51 & Counting

Creative Agency: TBWA\Chiat\Day Los Angeles

Chief Creative Officer: John Norman

Group Creative Director: Brent Anderson

Creative Director: Gustavo Sarkis

Copywriter: Scott Cleveland

Art Director: Pierce Thiot

Executive Producer: Brian O’Rourke

Producer: Ashton Dunn

Group Planning Director: Scott MacMaster

Planning Director: Martin Ramos

Junior Planner: Matt Bataclan

Managing Director: Peter Ravailhe

Group Account Director: Blake Crosbie

Management Supervisor: Magda Huber
Account Supervisor: Marc Johns

Business Affairs Manager: KK Davis

Broadcast Traffic: Jerry Neill

Stock Footage: AP Images

Editorial Company: Arcade Edit

Editor: Christjan Jordan

Assistant Editor: Ryan Andrus

Managing Partner/EP: Damian Stevens

EP: Nicole Visram

Post Producer: Gavin Carroll

Online Editorial: Timber

Creative Director: Jonah Hall

Head of Production: Michael Theurer