Our Work
Challenge
Gatorade wanted a sports and Olympic related TVC. Since it was not an official sponsor the TVC could not refer to the Olympics, to Team China, or even to Beijing. The only concept we could use was 2008, but this was already being used by so many advertisers.
Idea
To us, Sports is not just about 2008. In China the Olympics changed people's relationship with sports. It got everyone excited and motivated to continue exercising in their everyday lives, beyond the Olympics. We wanted to make the drink appealing to a much wider audience, simply, to make everyone who's into exercising aware of its benefits. We created an edgy urban commercial showing people taking part in everyday sporting activities; such as kicking a ball, skipping, somersaulting or jumping on a trampoline. In each shot people are counting, they reach 2008 and keep going...The message in the TVC is subtle, bottles of Gatorade are discreetly placed in some of the shots--by replenishing your body, Gatorade helps you play for longer.
Gatorade wanted a sports and Olympic related TVC. Since it was not an official sponsor the TVC could not refer to the Olympics, to Team China, or even to Beijing. The only concept we could use was 2008, but this was already being used by so many advertisers.
Idea
To us, Sports is not just about 2008. In China the Olympics changed people's relationship with sports. It got everyone excited and motivated to continue exercising in their everyday lives, beyond the Olympics. We wanted to make the drink appealing to a much wider audience, simply, to make everyone who's into exercising aware of its benefits. We created an edgy urban commercial showing people taking part in everyday sporting activities; such as kicking a ball, skipping, somersaulting or jumping on a trampoline. In each shot people are counting, they reach 2008 and keep going...The message in the TVC is subtle, bottles of Gatorade are discreetly placed in some of the shots--by replenishing your body, Gatorade helps you play for longer.