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In what Wieden + Kennedy says is a first, it’s using narration from the late Tupac Shakur in a moving new spot for Powerade. As the rapper reads from his poem, “The Rose that Grew
From Concrete,” the camera follows a young boy on a bike from Englewood, Chicago, meant to symbolize oft-injured basketball legend Derrick Rose, who plays for the Chicago Bulls. The 60-second
spot for Powerade, owned by Coca-Cola, ends with Rose in the United Center, and the tag line, “We’re all just a kid from somewhere.”
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