Ad of the Day: Gatorade

Forty years after Title IX, the sports drink urges teen girls to keep playing

Forty years ago, the anti-discrimination amendment known as Title IX changed the way that girls participate in high school and college athletics. Since then, the number of girls who play high school sports has soared from about 300,000 to nearly 3 million.

Still, there’s a major division of the sexes when it comes to sticking with sports through high school. According to Gatorade and the Women's Sports Foundation, although boys and girls participate equally between the ages of 6 and 12, girls by age 14 drop out of athletics at twice the rate of their male counterparts. And with all the pressure on teenagers to worry about boys, makeup and body image, it’s no surprise that their attention wanders elsewhere.

That’s why Gatorade teamed up with the Women's Sports Foundation to launch the “Keep Her In The Game” campaign, which encourages girls to stay in athletics. For the initiative, TBWA/ChiatDay Los Angeles created a spot showing just how difficult it can be for young women to keep their eye on the ball. The spot opens with a group of girls playing soccer, but they’re interrupted by a PA system bombarding them with stock headlines like “What Guys Notice” and “Are You Ready for Swimsuit Season?” Distracted, the players—transformed into a group of overly made-up, provocatively dressed teens—leave the game, while the narrator warns, “Don’t let them walk away from their potential.”

It’s no use expecting the media to willingly cut back on the makeover tips, dieting tricks and flirting advice aimed at girls, but if parents can encourage their daughters to concentrate on something more positive—whether athletics, academics or the arts—maybe we can come that much closer to the goal set by Title IX 40 years ago.

Agency: TBWA\Chiat\Day Los Angeles

Worldwide Creative Director: Lee Clow

Group Creative Director: Steve Howard

Group Creative Director: Brent Anderson

Creative Director/Copywriter: Linda Knight

Associate Creative Director/Art Director: Mariota Essery

Copywriter: Rebbie Groesbeck

Art Director: Jennifer Tranbarger

Executive Producer: Sarah Patterson

Producer: Matt Magsaysay

Group Planning Director: Scott MacMaster

Senior Planner: Marisa Robertson

Planner: Rebecca Harris

Worldwide Managing Director: Nick Drake

Account Director: Blake Crosbie

Management Supervisor: Chris Asahara

Account Executive: Bill Herman

Sports Marketing Account Executive: Lexi VonderLieth

Assistant Account Executive: Ralph Lee

Business Manager: Lisa Lipman

Production Company: Furlined

Director: Douglas Avery

Vice President/EP: Eriks Krumins

Executive Producer: David Thorne

Producer: Marc Bernardout

Director of Photography: Max Goldman

Editorial Company: Rock Paper Scissors

Executive Producer: Carol Lynn Weaver

Producer: Emily Chingburanakit

Editor: Grant Surmi

Telecine: The Mill

Colorist: Adam Scott

Telecine Producer- LaRue Anderson

Visual FX: A52

Lead Flame: Paul Yacono

Producer: Jamie McBriety

Music & Sound Design: Squeak E Clean

Producer: Jack Catlin

Final Mix: Play

Mixer: John Bolen

Producer: Lauren Cascio