Meet the new blue bloods. Giving it their all, especially in Rio during the Olympics. Not settling for anything less than victory just like the knights from days of yore. Visually it's quite the metaphor. And a nice way to put athletes on the same pedestal thanks to the blue liquid. Shame they decided to spoil a good moment with an awkward product explanation. You had me until electrolytes. I guess I should spare some wrath since they didn't use the word "hydration." BY the way, sports drinks, no one says hydrate except brand team members and maybe sports coaches. The rest of us are still using the word "drink."
Client: The Coca-Cola Company.
DAVID ECDs: Joaquin Cubria, Ignacio Ferioli.
Art Director: Guillermo Aliaga Pueyrredón
Copywriter: Tomás O’Gorman
Head of Global Production: Veronica Beach
Executive Producer: Brenda Morrison Fell
Account Executive Director: Karina Ribeiro.
Account Directors: Justina Lioy Lupis, Stefane Rosa
Head of Planning: Luiz Arruda.
Production Assistant: Catia Nucci
Business Manager: AnnMarie Turbitt
Rodolfo Echerverría, Marta Fontcuberta, Marcelo Pascoa, Conrado Ferreira Tourinho, Sarah
Traverso, Rebecca Smith.
Production Company: RESET
Director / DP: WALLY PFISTER
Executive Producer: JEFF MCDOUGALL
Line Producer: JAMES GRAVES
NZ Production: EXIT FILMS
Editorial Company: LOST PLANET
Editors: Hank Corwin, PJ Fabbrini
Audio House: Heard City
Music: Composer: Kid Karate / Music Supervisor: Music Dealers