Gatorade is relying on some of its best known brand ambassadors to promote the brand's GX platform that invites athletes to design their own GX bottle and choose from a selection of flavoring options known as GX hydration pods.
The "You Fuel Us, We Fuel You" creative, developed by TBWA/Chiat/Day, intermixes clips of athletes Serena Williams, Jayson Tatum, Lionel Sanders and Christian Pulisic engaging with both the product and their respective sports. Notably, the featured personalities are not identified in the ad.
The media buy, handled by OMD, includes a :30 film for digital and television. The new spot will debut December 25 on Gatorade’s social outlets including Facebook, Instagram, and Twitter, as well as cable networks such as Freeform, Bravo, TBS, FX, Discovery, USA and TNT and in print advertising.