Power Couple Dwyane Wade and Gabrielle Union Get Competitive for Gatorade Zero

Dwyane Wade and Gabrielle Union may be happily married, but that doesn’t mean the two stars of their respective fields aren't a tad competitive when it comes to one upping each other. The pair appear in the inaugural campaign for Gatorade Zero, which bills itself as offering "all the electrolytes, zero sugar." Gatorade Zero quietly launched last summer in three flavors. Now the brand is adding two additional flavors, while also debuting the star couple as endorsers. This is the first campaign the couple has been in together. And while Miami Heat star Wade might be a pretty standard Gatorade ad star, the decision to feature actress and "America's Got Talent" host Union marks one of the few times the brand has used someone who isn’t an athlete by profession in creative elements. "The campaign opens the door on how we explore athleticism,” says Jill Abbot, head of consumer and athlete engagement at Gatorade. “It pushes us to broaden how we show and support athletes." TV ads feature Union and Wade attempting to one-up each other at the gym. To the tune of Missy Elliott's "Pep Rally," the couple challenges each other on the treadmill, jumping rope, doing box jumps and cycling. [kickout id="1"] “Creative came about from similar, shared experiences, both at the brand and with our agency (TBWA\Chiat\Day Los Angeles),” Abbot says. “When you’re at the gym on the treadmill and you’re sweating it out and you look over at the person next to you and they’re running just a bit faster, your urge is to crank it up bit. Our goal was to aim for this feeling in a real moment. Competitive drive shows up anytime you’re sweating.” Union and Wade helped the brand “showcase athleticism on a personal side," Abbot adds. "Their real-life relationship fuels each another." Gatorade also introduced new packaging for Gatorade Zero, which consists of white labeling to differentiate it from other Gatorade products. In addition to TV, the brand will be rolling out extensions of the campaign in digital, print, mobile ads, Facebook and Instagram, to name a few. [kickout id="2"] [kickout id="3"] CREDITS: Agency: TBWA\Chiat\Day Los Angeles Chief Creative Officer: Renato Fernandez Creative Director: Mark Peters Creative Director: Doug Menezes Sr. Copywriter: Guy Helm Sr. Art Director: Chris Rodriguez Jr. Copywriter: Jamie Wynn Jr. Art Director: Gaia Elise Director of Production: Brian O'Rourke Executive Integrated Producer: Guia Iacomin Associate Producer: Michael Schroepfer Executive Digital Producer: Ewan Anderson Executive Print Producer: Dena Moore Managing Director: Jerico Dig Cabaysa Brand Director: Gigi Lewis Management Supervisor: Caitlin Miller Associate Brand Manager: Connor Wudrick Account Group Assistant: Wenona Carlos Group Planning Director: Scott MacMaster Global Planning Director: Martin Ramos Planner: Joel van Rensburg Director of Business Affairs: Robin Rossi Business Affairs Manager: Tana Prosper Talent Affairs Manager: Leila Scheffer Talent Payment Manager: Kevin Castro Director of Traffic Operations: Dessiah Maxwell Sr. Traffic Operations Manager: Judy Brill Media Agency - OMD Production Company: Superprime Director: The Malloys Managing Director/Executive Producer: Rebecca Skinner Managing Director/Head of Sales: Michelle Ross Head of Production/EP: Roger Zorovich Producer: William Green DP: Matthew Lloyd AD: Michael Kahn Editorial: Cartel Editor: Adam Robinson Editor (Digital): Craig Quinlan Executive Producer: Lauren Bleiweiss Head of Production: Meagen Carroll Assistant Editor: Grant Hall Producer: Brady Fiero VFX/Postproduction Company: a52 VFX Executive Producer: Kim Christensen VFX Producer: Michele Watkins CG Supervisor: Andrew Romatz 3-D Generalist: Dustin Mellum VFX Supervisor: Andres Barrios Flame Artists: Andy Davis, Chris Riley, Enid Dalkoff, James Buongiorno, Michael Vaglienty, Noah Poole Color: a52 Color Executive Producer: Thatcher Peterson Colorist: Paul Yacono Color Producer: Jenny Bright Mixing Studio: Beacon Street Studios Sound Design/Mix Engineer: Rommel Molina Mix Assistant: Mike Leone Senior Mix/SD Producer: Kate Vadnais Music: Pep Rally performed by Missy Elliott, courtesy of Atlantic Records Writers: Missy Elliott + Pharrell Williams Music Supervision: Morgan Thoryk and Andrew Kahn, Good Ear Music Supervision

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Power Couple Dwyane Wade and Gabrielle Union Get Competitive for Gatorade Zero

They're the first ad stars for the brand's sugar-free product

Amy Corr

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