Gatorade's new campaign thinks that belittling and intimidation is the way to go to get you to "deserve," their product. Even a person who is dressed to work out doesn't count in Gatorade's world, because they aren't hitting the levels of intensity usually reserved for pro-athletes, juicers, or both.
Hey Gatorade: If I buy something, I deserve it.
RegardlessI can safely say I don't ever want to see Cam Newton rub his sweaty football body over another person ever again. I know Gatorade isn't technically food but this spot's attempt at humor is as unappetizing as it is painful to watch.
In other words, typical alpha male jocks will love it. It's almost like witnessing a hazing, except it's over in sixty seconds.
There's this weird sort of aspirational thing going on that is backfiring a bit. It's pretty much saying to me that if we aren't million dollar athletes (who sweat like that on a daily basis) we don't count.
I wish they'd go back to Win From Within and making a larger points about sport. This is just dumb jocks being dumb.

Client: Gatorade Chief Marketing Officer: Morgan Flatley Senior Director, Consumer Engagement: Molly Carter Marketing Director: Jamie Davies Manager, Branded Entertainment: Nancy Laroche Senior Director, Sports Marketing: Jeff Kearney Director, Sports Marketing: Tom Prochaska Agency: TBWA\Chiat\Day LA Chief Creative Officer: Stephen Butler Executive Creative Director: Brent Anderson Global Creative Director: Jayanta Jenkins Senior Art Director: Dave Estrada Senior Copywriter: Nick Ciffone Copywriter: Nick Cohen Art Director: Jon Soto Director Of Production: Brian O’Rourke Senior Producer: Tim Newfang Managing Director: Peter Ravailhe Branded Entertainment Manager: Marc Johns Sports Marketing Manager: Erika Buder Project Manager: Parker Adame Associate Brand Manager: Ralph Lee Group Planning Director: Scott MacMaster Planning Director: Martin Ramos Planner: Rebecca Harris Director: Jody Hill Executive Producer: Luke Ricci Producer: Brian Quinlan Production Designer: Mark Snelgrove Director Of Photography: Michael Svitak Managing Partner: Michael Sagol Editorial Company: HutchCo Technologies Editor: Jim Hutchins Assistant Editor: Joaquin Machado EP: Jane Hutchins Postproduction: The Mill, Los Angeles Sr. Executive Producer: Sue Troyan EP: Enca Kaul Producer: Kiana Bicoy Production Coordinator: Jillian Lynes 2D Lead Artist: Robin McGloin 2D Lead Artist: Scott Wilson 2D Lead Artist: Patrick Munoz 2D Lead Artist: Scott Johnson Colorist: Nick Sander Additional TBWA credits: Junior Planner: Katie Acosta Junior Planner: Matt Bataclan Director Of Business Affairs: Linda Daubson Executive Business Affairs Manager: Lisa Lipman Talent Payment Manager: Mirielle Smith Director, Traffic Operations: Dessiah Maxwell Broadcast Traffic: Jerry Neill Production Company: Caviar Content

about the author

kidsleepy 17 year copywriter, now CD, who has worked in many cities including Pittsburgh, New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.

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