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…”
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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.