Gatorade - "Defeat" (2017) :60 (USA)

Gatorade’s “Make Defeat Your Fuel” campaign demonstrates that even the world’s most accomplished athletes may experience the feeling of failure at some point in their career, which can help fuel future success. It’s a reminder that defeat can fuel athletes to get back on the court or field and mentally prepare to train harder, get stronger, practice longer, come back and perform better. The ad features some of sports’ most recognizable names including Michael Jordan, Peyton Manning, Eli Manning, Serena Williams, JJ Watt, Karl-Anthony Towns, Kyle Schwarber and Matt Ryan, all sharing their individual motivations. Can we all take a moment to admire how good Serena Williams looks in this ad, with her more-than-super-determined face? Cut+Run’s Steve Gandolfi & Luc Giddens edited, so that everything looks sharp.

Agency: TBWA\Chiat\Day
Chief Creative Officer: Renato Fernandez
Creative Director: Mark Peters
Creative Director: Doug Menezes
Senior Copywriter: Guy Helm
Senior Art Director: Chris Rodriguez
Senior Copywriter: Chris Juhas
Senior Art Director: Ben Tolbert
Executive Director of Production: Brian O’Rourke
Executive Producer: Guia lacomin
Associate Producer: Kathleen Ackel
Managing Director: Jerico Dig Cabaysa
Brand Director: Robyn Morris
Brand Manager: Brittany Luhrsen
Associate Brand Manager: Erin Moffett

Director: Matt Baron
Executive Producer: Arrow Kruse
Executive Producer: Oscar Thomas
Head of Production LA: Victoria Curtis
Producer: Nicola Westermann
Producer: Andrew Runkle
DP: Garrett Hardy Davis

Editorial: Cut & Run
Editors: Steve Gandolfi, Luc Giddens
Head of Production: Annabelle Dunbar-Whittaker
Executive Producer: Amburr Farls
Managing Director: Michelle Eskin

VFX Studio: A52
VFX Supervisors: Stefan Gaillot, Jesse Monsour
2d VFX Artists: Cameron Coombs, Brad Scott, Enid Dalkoff, Gurvan Tanneau
3D Artist: Tom Briggs
Tracking Artist: Mike Bettinardi, Michael Cardenas
Producers: Andrin Mele-Shadwick, Ashlie Iacocca
Executive Producers: Patrick Nugent, Kim Christensen
Managing Directors: Linda Carlson, Jennifer Sofio Hall

MPC: Color Grade
Colorist: Ricky Gausis
Executive Producer: Meghan Lang
Producer: Rebecca Boorsma
Associate Producer: Elyse Robinson

Original Composition: Beacon Street Studios
Composers: Beacon Street Studios
Executive Producer: Adrea Lavezzoli

Sound Design: Stimmung
Executive Producer: Kristina Iwankiw
Sound Designer: Gus Koven

Final Mix: LIME Studios
Executive Producer: Susie Boyajan
Mixer: Mark Meyuhas
Assistant Mixer: Peter Lapinksi

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Michael Scott's picture

This commercial inspired me. Maybe I got it wrong, but if it motivated me...then that's not wrong. I tend to avoid "failure" or "defeat" for fear of screwing up; so, I'm too afraid to try. I gathered this commercial was trying to say, "try your hardest to not fail(again)," or maybe, "try until your body has been defeated." To me it's saying to ebrace failure. You can't get defeated or achieve failure unless you try. You don't lose unless you try to win. If you don't try, that's true failure. So now I embrace the possibility of screwing up. I'm tired of avoiding and overthinking the possibility doing something wrong or not good enough. I needed this commercial in high school...but better late than never. Now I can instill this in my kids as well myself, and friends and family who might struggle the same. So, thank you, Gatorade ad campaign!