Gatorade announces the debut of “Inside Edge,” a marketing campaign highlighting its portfolio of G Series products that meet the nutritional needs of athletes across a wide variety of sports. The campaign features both the G Series and newly launched G Series FIT lines of products. The campaign will begin with an “anthem” ad featuring James Brown’s famous song, “Super Bad” and shows consumers the breadth of the Gatorade portfolio including the G Series FIT line – the next step in The Gatorade Company’s journey to meet the sports nutrition needs of a broader range of athletes before, during and after workouts and competition. The anthem ad will be followed with separate TV and print ads touting the benefits of the G Series products. As part of the launch, the campaign features G Series FIT athletes beyond the traditional stick and ball sports, including track and field Olympian, Allyson Felix, So You Think You Can Dance champion, Lauren Froderman and soccer goalkeeper, Tim Howard. Other athletes appearing in the ads include Kevin Durant, A.J. Hawk, Serena Williams, Joe Mauer and Landon Donovan. “Gatorade is on a journey to evolve the brand from a sports drink company to a sports nutrition innovator,” said Morgan Flatley, senior director of consumer engagement. “This campaign features world -class athletes including Serena Williams, Allyson Felix and Kevin Durant. They are all athletes who demand the best from their bodies. They know that everything they do on the outside starts with what’s inside. This campaign examines the story inside the athlete and our role fueling them before, during and after workouts and competition.” Launching April 28th, the ads will air nationally on primetime, sports and cable programming. Beginning in early May, the print ads will appear in magazines including Men’s Health, Women’s Health, Fitness, ESPN, Stack, Sports Illustrated and vertically targeted sports magazines including Slam, ESPN Rise, Inside Gymnastics, and Volleyball. The campaign will also be complemented by digital, social media and public relations components. For more information, please visit www.gatorade.com.
Agency: Executive Creative Director: Patrick O’Neill Creative Director: Jayanta Jenkins Creative Director: Donna Lamar Copywriter: Eric Arnold Art Director/ Associate Creative Director: Javier Castillo Executive Producer: Sarah Patterson Senior Producer: Lisa Johnson Assistant Producer: Matt Magsaysay Production Integration Manager: Dogan Dattilo Group Planning Director: Scott MacMaster Worldwide Managing Director: Nick Drake Account Director: Kristen Latto Management Supervisor: Jaclyn Corr Sports Marketing Account Executive: Drew Haberkorn/Lexi von der Lieth Account Executive: Chanel Arola Outside Vendors: Production Company: Anonymous Content Director: Gary Shore EP/Head of Commercials: Dave Morrison Executive Producer: Danielle Peretz Head of Production: SueEllen Clair Producer: Aristides McGarry Director of Photography: Jess Hall Production Designer: Bruce McCloskey Editorial Company: Rock Paper Scissors Executive Producer: Carol Lynn Weaver Producer: Juliet Batter Editor: Adam Pertofsky Assistant Editor: Neil Meiklejohn Soul “The Edge Inside” Campaign Credits Outside Vendors (continued): Visual FX: A52 Title Design: Elastic Post Producer: Pete King VFX Supervisor: Patrick Murphy CG Supervisor: Adam Newman 2D VFX Artist(s): Jesse Monsour, Stefan Gaillot, Cole Schreiber Brendan Crockett, Andy Barrios, Gizmo Rivera, Joy Tiernan, Todd Hemsley, Steve Miller, Richard Hirst, Cameron Coombs CG Artists: Kirk Shintani, Paulo de Almada, Ian Ruhfass, Chris Janney, Erin Clark, Joe Chiechi, Tim Donlevy, Chris Sanchez, Tom Nemeth Roto Artists: Cathy Shaw, Matt Battaglia, James Buongiorno, Robert Shaw Music (Anthem :60/:30): Call Me Super Bad by James Brown Final Mix: Play Mixer- John Bolen Producer- Lauren Cascio