• by Karlene Lukovitz  @KLmarketdaily, March 13, 2018

Powerade is powering up a new campaign, representing a switch in tone, in time for March Madness.

Called “Some Kind of Power,” the campaign, from Wieden + Kennedy Portland, is kicking off today, during the First Four NCAA Men’s Basketball Tournament games.

The initial ads in a series of national TV spots to air this year pay tribute to great moments in sports by featuring an older bodega owner imagining what he could have achieved on the basketball court if he’d had Powerade to fuel him in his younger days. 

The first 30-second spot (above and below), has the man musing that if he’d had Powerade’s power back in the day, “my crossover would’ve been something else — I’d have broken everybody’s ankles…” 

The spot will air on March 13 alongside five 15-second videos —each depicting another of the man’s flights of basketball fancy. Those videos, which will continue to air throughout the tournament, are also viewable on the brand’s YouTube channel.
The videos were directed by Daniel Wolfe.

The campaign — which also includes social, retail and experiential elements — is an extension of the Coca-Cola Company brand’s “Power Through” platform, but marks a distinct departure from its earlier “Just a Kid” extension. “Just a Kid” featured emotional, motivational vignettes, including the stories of athletes who were headed to the 2016 Summer Olympics.

The new creative approach “was born from the realization that we wanted a product-focused campaign that differentiates Powerade in the increasingly competitive sports drink category,” said Alex Ames, senior IMC manager for Powerade. “We’re excited to bring a bit of humor and fun to a category that has become overly serious. At the end of the day, sports should be fun.”

The brand reports that it will expand the campaign with more new creative around sporting events later in the year, including the FIFA World Cup and the Powerade Jam Fest at the McDonald’s All-American Game. 

Powerade works with UM on media and Zeno Group on PR and digital.