Gatorade Stays Between the Lines

DALLAS Dieste Harmel & Partners reflects on the power of lines in its latest Hispanic television spot promoting Gatorade as a drink for athletes who have the will to win.

The 30-second commercial from the Omnicom-backed shop in Dallas utilizes special effects to transition from one line used in a sport to another. It opens with an outfielder racing to catch a baseball before it goes over the home run line, which becomes part of a street court where a basketball player charges to dunk a ball. The line then turns into a soccer goal, where a player blocks a ball, and makes a final transformation into the lines of a track race, in which competitors are nearing the finish line.

The Spanish-language copy translates to, “There are lines that limit you and lines that set you free. On the field lines can do a lot of things; the only thing they can’t do is hold you back.” The spot closes with Gatorade’s bolt logo and the tag, “Esta en ti?,” the Spanish version of “Is it in you?”

“The concept is there are a lot of lines that will keep you in or out, or will keep balls in or out, but there’s a fine line between winning and losing,” said agency creative director Jesse Diaz. “But as long as you give it your all, that’s the will to win. Gatorade is going to give you what you lose when you’re giving it your all.”

Dallas-based Reel FX Creative Studios created the effects, which not only make the transitions seamless but also accentuate the sweat of the competitors through colors.

The spot for the Chicago-based client broke in selected markets earlier this week, but begins an expansive rollout nationally March 31. The ad will run during sports broadcasting on Univision, Telemundo, TeleFutura, Galavision and Fox Sports en Espanol.

The campaign spend is undisclosed. Gatorade spent $7 million on Hispanic media last year, according to Nielsen Monitor-Plus. Element 79 handles the client’s general-market work.