TBWA\Chiat\Day Unleashes the Formula for Gatorade

By Erik Oster 

TBWA\Chiat\Day launched a new spot for Gatorade, entitled “The Formula to Unleash,” featuring a slew of soccer greats.

The spot imagines different clubs as driven in different ways related to the team be it cannons, the power of sound, gears or hyper-vigilant zebras. All of them have one thing in common, though: they’re fueled by Gatorade. “The Formula to Unleash” intercuts footage of its stars — including Javier Manquillo, Lazar Markovic, Phillipp Coutinho and Lionel Messi with over-the-top CGI, set to the rave-up of Zedd’s “Addicted to a Memory.” Between the EDM music choice and the animation, the spot tries far too hard to be edgy, making it come across as a bit cheesy in the process and the product integration seems like a bit of a stretch, if not a tad nonsensical. While some fans will undoubtedly still be pleased to see their favorites, it’s hard to imagine this convincing anyone to pick up a Gatorade. It’s especially disappointing coming off of the agency’s great “Like Mike” spots celebrating the brand’s 50th anniversary.



Advertising Agency: TBWA\Chiat\Day, Los Angeles, USA
Executive Creative Director: Brent Anderson
Creative Director: Renato Fernandez
Global Creative Director: Jayanta Jenkins
Creative Director: Mark Peters
Associate Creative Director: Javier Castillo
Executive Producer: Sarah Patterson
Senior Producer: Lacy Plunk
Art Producer: Karishma Singh
Managing Director: Peter Ravailhe
Global Brand Director: Romain Naegelen
Director Branded Content: Marc Johns
Global Brand Manager: Ryan Moore
Global Associate Brand Manager: Kayla McLaughlin
Group Planning Director: Scott MacMaster
Global Planning Director: Martin Ramos
Director of Business Affairs: Linda Daubson
Senior Business Affairs Manager: Laura Drabkin
Talent Payment Manager: Mirielle Smith
Senior Traffic Operations Manager: Judy Brill
Executive Project Manager: Karen Thomas
Project Manager: Mark Diaz
Executive Producer: Adina Sales / Blacklist
Producer: Alex Unick, Hilary Downes
Creative director: Ingi Erlingsson / Golden Wolf
Producers: Ant Baena, Nathalie Le Berre, Anthony Taylor
Production Assistants: Corina Priestley, Emma Copeland, India Bradshaw
Storyboards / Layouts: Pedro Vergani, Jonathan Djob Nkondo
Design: Stefan Falconer, Pedro Vergani, Alex Fernandez, Marie Ecarlat, Wojtek Szklarski, Romain Loubersanes, Tristan Mernard
Animation: Henry Purrington, Thomas Purrington, Stefan Falconer, Tim Whiting, Sam Bell, Sabrina Lecordier, Simon Wottage, Phinn O’ Conner, Anselm von Seherr-Thoss, Rachel Chu, Dan Lane, Dennis Bouyer, Jeremi Boutelet, Sebastien De Oliveira Bispo
Compositing: Alex Fernandez, Max Englehart, Steffano Ottaviano, Mat Landour
Visual Effects: Absolute Post London
Producers: Ian Harland, Dan Bennet
Lead Compositor: Zdravko Stoitchkov
Compositors: Owen Saward, Chris Tobin
CG Lead: Jasper Kidd
CG Artists: Matt Burn, Jesse Baber
Colour Grading: Matt Turner
Editing By Circus Edit London
Producer: Zoe Hockings
Editor: Jono Griffith
Editing Assistant: Adam Buckmaster
Director of Photography: Barry Ackroyd
Sports Choreography and Casting: Sports On Screen
Lead Choreographer: Andy Ansah
Project Manager: Tyler Blake
Choreographer: Darren White
Choreographer Assistant: Bohdan Pylypchuk
Music: Zedd
Music Licensing: MEGA, Inc.
Sound Design: Barking Owl
Sound Designer: Michael Anastasi
Executive Producer: Kelly Bayett
Sound Mix: Lime Studios
Mixer: Loren Sibler
Executive Producer: Susie Boyajan
Production: Howler Magazine
Producer: George Quraishi
Animation: Vranizan Design
Animator: Nick Vranizan
Producer: Mallory Cash
Music Production: Comma Music
Music Producer: Lauren Pecorella
Sound Design: Nate Gowtham