Brand MarketingAd of the Day: Peyton Manning and Cam Newton Prank Store Customers for GatoradeRob Belushi co-stars in 'Sweat it to get it'By Tim Nudd|August 18, 2014 ShareBy Tim Nudd|August 18, 2014 Share Gatorade must think its customer base is too big, as the brand's new ad campaign from TBWA\Chiat\Day shows people in a convenience store being denied the sports beverage unless they're actively sweating. Eight hidden-camera style videos are anchored by Rob Belushi (son of Jim), who plays the deadpan store clerk doing the denying—explaining to the customers that they have to "sweat it to get it" (the campaign's tagline) and "burn some to earn some." Peyton Manning and Cam Newton then make cameos—the former as the ostensible manager of the store, the latter as a fellow customer. The agency says the campaign was shot on location at an actual convenience store with over 15 hidden cameras and directed by Jody Hill of Eastbound & Down fame. (Hill also directed the new Dodge Dart campaign out of Wieden + Kennedy.) "Gatorade was invented to replace what athletes sweat out. So the intent was to create something that might cause someone who reaches for a Gatorade to think, 'Hold up … have I earned this?'" says Brent Anderson, ecd at TBWA\C\D in Los Angeles. "Sweat it to get it" signage will appear in more than half of all Gatorade convenience store locations through the NFL preseason and regular season. Presumably no one who's dry to the touch will actually be turned away. CREDITS Client: Gatorade Chief Marketing Officer: Morgan Flatley Senior Director, Consumer Engagement: Molly Carter Marketing Director: Jamie Davies Manager, Branded Entertainment: Nancy Laroche Senior Director, Sports Marketing: Jeff Kearney Director, Sports Marketing: Tom Prochaska Agency: TBWA\Chiat\Day, Los Angeles Chief Creative Officer: Stephen Butler Executive Creative Director: Brent Anderson Global Creative Director: Jayanta Jenkins Senior Art Director: Dave Estrada Senior Copywriter: Nick Ciffone Copywriter: Nick Cohen Art Director: Jon Soto Production Director: Brian O'Rourke Senior Producer: Tim Newfang Managing Director: Peter Ravailhe Branded Entertainment Manager: Marc Johns Sports Marketing Manager: Erika Buder Project Manager: Parker Adame Associate Brand Manager: Ralph Lee Group Planning Director: Scott MacMaster Planning Director: Martin Ramos Planner: Rebecca Harris Junior Planners: Katie Acosta, Matt Bataclan Business Affairs Director: Linda Daubson Executive Business Affairs Manager: Lisa Lipman Talent Payment Manager: Mirielle Smith Traffic Operations Director: Dessiah Maxwell Broadcast Traffic: Jerry Neill Production Company: Caviar Content Director: Jody Hill Executive Producer: Luke Ricci Producer: Brian Quinlan Production Designer: Mark Snelgrove Director of Photography: Michael Svitak Managing Partner: Michael Sagol Editing Company: HutchCo Technologies Editor: Jim Hutchins Assistant Editor: Joaquin Machado Executive Producer: Jane Hutchins Postproduction: The Mill Senior Executive Producer Sue Troyan Executive Producer: Enca Kaul Producer: Kiana Bicoy Production Coordinator: Jillian Lynes 2-D Lead Artists: Robin McGloin, Scott Wilson, Patrick Munoz, Scott Johnson Colorist: Nick Sanders Adweek Adweek