TBWA\Chiat\Day Sends Off Yankees Captain for Gatorade

By Erik Oster 

TBWA\Chiat\Day bids adieu to Yankees captain (and regular starting shortstop since 1996) Derek Jeter in a 90-second send-off spot for Gatorade, an MLB sponsor since 1990.

While there has been no shortage of fanfare surrounding Jeter’s exit from baseball at the quickly approaching end to the season (including a somewhat excessive display at the All Star game), TBWA\Chiat\Day’s farewell for Gatorade, which Jeter collaborated on, manages to charm. Back in July (when it still looked like the Yankees had a shot at the postseason), TBWA\Chiat\Day and Gatorade roped off a few blocks before a home game in the Bronx and, in the words of Molly Carter, Gatorade’s senior director of consumer engagement, “just kind of let Jeter go.”

Jeter is seen interacting with some very surprised and excited fans, signing autographs and even dropping in to Stan’s Sports Bar. Most of the spot’s charm comes from the authentic reactions of the fans, delighted by the opportunity to meet the star player.

Jeter’s collaboration for the ad also extended to the soundtrack, with the shortstop choosing Frank Sinatra’s “My Way” as the song that summed up his career. “It was a true collaboration between Derek and Gatorade,” Carter told Adweek.

The spot breaks online today, followed by a broadcast premiere this Saturday on the YES Network and Fox, when it’s sure to make more than a few Yankees fans teary-eyed. Gatorade will follow this with a full-page ad, written by Jeter, in the New York Daily News and Sports Illustrated on Sept. 28-29. Addressed to New York, the ad will see Jeter thanking fans for their years of support, opening, “From my first at bat until my final out, you helped make me who I am.” The print ad is timed to coincide with Jeter’s final game on September 28th (unless the team makes the playoffs, which they won’t).

Credits:

Agency: TBWA\Chiat\Day

Client: Gatorade

CCO: Stephen Butler

Executive Creative Director: Brent Anderson

Creative Director: Renato Fernandez

Sr. Art Director: Dave Estrada

Sr. Copywriter: Nick Ciffone

Executive Producer: Sarah Patterson

Assistant Producer: Garrison Askew

Managing Director: Peter Ravailhe

Brand Director: Sarah Lamberson

Brand Manager: Robyn Baker

Sports Marketing: Erika Buder

Group Planning Director: Scott MacMaster

Planning Director: Martin Ramos

Planner: Rebecca Harris

Junior Planner: Matt Bataclan

Director of Business Affairs: Linda Daubson

Senior Business Affairs Manager: Laura Drabkin

Talent Payment Manager: Mirielle Smith

Traffic Manager: Jerry Neill

Project Manager: Parker Adame

Production Company: Smuggler

Director: Henry-Alex Rubin

Partners: Patrick Milling Smith, Brian Carmody

COO: Lisa Rich

Executive Producer: Lisa Tauscher

Head of Production: Andrew Colon

Producer: Drew Santarsiero

DP: Enrique Chediak

 

Editorial: Rock Paper Scissors

Executive Producer: Dave Sellars

Editor: Damion Clayton

Post EFX: The Mill

Executive Producer: Enca Kaul

Producer: Melody Alexander

Production Coordinator: David Lawrence

2D Lead: Jason Bergman

3D Lead/Artist: Wyatt Saverese & Nick Lines

3D Artist: Hassan Taimur

Music: Frank Sinatra “My Way” “Nothing But the Best (Remastered)”

Music Editor: Suzane Peric

Sound Design & Final Mix: Lime Studios

Mixer & Sound Designer: Rohan Young

Executive Producer: Jessica Locke

Advertisement
Advertisement