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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.
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