TBWA\Chiat\Day’s Latest for Gatorade Features Star Athletes Doing Very Little

By Patrick Coffee 

Most sports ads focus on the action…be it the killer pass, the big dunk or the cheerleaders on the sidelines.

TBWA\Chiat\Day L.A.’s latest for Gatorade, however, includes none of that. It’s more about top athletes doing nothing at all while still managing to make more money than any of us mere mortals could ever imagine. As the release tells us, it’s all about the carbs and the protein. “The best athletes know recovery is just as important as the heart pounding athleticism they exhibit on the field or court if they want to up their game.”

“It’s Recover Time” features such top jocks as Paul George and Cam Newton earning their paychecks by sitting, thinking, sleeping and playing video games. For Newton, that would involve meditating on what will undoubtedly go down in history as the worst Super Bowl choke EVER.

The campaign is a sequel to December’s “Lucky Tank,” which ran before Newton embarrassed himself and made Peyton Manning look like a star for doing absolutely nothing.

Two shorter versions of the spot above will also run, with one focusing on the Nationals’ Bryce Harper catching a few z’s while presumably attempting to watch one of his own team’s games.

At the very least, one can appreciate these ads (which were directed by Bryan Buckley of Hungry Man) for diverging from the standard sports script…and featuring an 8bit version of “We Are the Champions.”

CREDITS

Agency: TBWA\Chiat\Day
Client: Gatorade
Chief Creative Officer: Stephen Butler
Executive Creative Director: Brent Anderson
Worldwide Creative Director: Renato Fernandez
Creative Director: Mark Peters
Senior Copywriter: Chris Juhas
Senior Art Director: Ben Tolbert
Senior Copywriter: Kathleen Swanson
Senior Copywriter: Scott Cleveland
Senior Art Director: Pierce Thiot
Executive Producer: Guia lacomin
Producer: Garrison Askew
Managing Director: Jerico Cabaysa
Brand Manager: Robyn Morris
Associate Brand Manager: Kayla McLaughlin
Sports Marketing AE: Erika Buder
Sports Marketing AAE: Samantha Sabine
Group Planning Director: Scott MacMaster
Global Planning Director: Martin Ramos
Planning Director: Abigail Weintraub
Planner: Matt Bataclan Jr.
Planner: Joe Elliott
Director of Business Affairs: Linda Daubson
Senior Business Affairs Manager: Mimi Hirsch
Talent Payment Manager: Annie Boyle
Traffic Manager: Judy Brill

Production Company: Hungry Man
Director: Bryan Buckley
Managing Director: Dan Duffy
Executive Producer: Mino Jarjoura
Producer: Craig Repass
Editorial: Cut & Run
Executive Producer: Carr Schilling
Head of Production: Amburr Farls
Editor: Jay Nelson

VFX: The Mill
Exec Producer: Enca Kaul
VFX Producer: Ben Sposato
Coordinator: Jackson Rogers
2D Lead Artists: Bill Higgins
2D Artists: Chris Hunsberger
3D Lead Artists: Bora Jurisic
3D Artists: Cory Cosper, Chris Goodrich, Ziye Lui, Sharlene Lin, Blake Sullivan, Steven Olsen and Jason Jansky.
Design: Greg Park and Clare Carrellas
Colourist: Adam Scott
Color Producer: Diane Valera
Music: Beacon Street Studios
Sound Studio & Sound Design: LIME Studios
Mixer: Loren Silber
Assistant Mixer: Mark Nieto
Executive Producer: Susie Boyajan

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