Gatorade Intros New TV Spot; Peyton Manning Tributes

by , Dec 24, 2013, 9:00 AM
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Gatorade is ending 2013 with a splash and gearing up for the New Year with a new, 60-second TV spot that features both sports stars and amateur athletes putting in the tough training that it takes to win.

The pro athletes featured in the spot, dubbed "Hard Work" or "Cadence" (the visuals are backed by male vocals of the U.S. Army Airborne's cadence "Hard Work"), include Dwyane Wade, Serena Williams (above), Derek Jeter and Robert Griffin III.

"At a moment when the world is setting goals for the new year, we thought it'd be good to show the work and effort that goes into any athletic success, whether professional or everyday athlete," summed up Brent Anderson, global group creative director for the work's agency, TBWA/Chiat/Day. 

The ad was directed by Josh Melnick and Xander Charity from @Radical.  

The broadcast schedule includes 130 national buys across MTV, Comedy Central, Spike TV and VH1 between Dec. 25 and 29.

It also includes a national buy on ABC for the Knicks/Thunder NBA game, and a local ABC buy (Chicago and New York) for the Heat/Lakers game, both on Christmas Day; national buys on CBS on Dec. 28 during two NCAA playoff games (Villanova vs. Syracuse and Louisville vs. Kentucky); and five national buys during the Bowl Championship Series games airing on ESPN between Jan. 1 and 6. 

In addition, Gatorade and TBWA have debuted two new efforts honoring Denver Broncos quarterback Peyton Manning.

The brand ran a full-page ad in Sports Illustrated's Dec. 23 issue to congratulate Manning on being named the magazine's Sportsman of the Year (the cover story). 

The ad's creative shows Manning's jersey number, 18, created entirely out of inspirational words and phrases about the nature of winning.

Also, following Manning's having broken his own record for touchdown passes in a season by throwing his 51st this season during the Broncos' winning first-round playoff game against the Houston Texans on Sunday, Gatorade has created and posted a celebratory video devoted to Manning (dubbed "51 and Counting") on YouTube and Instagram.

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