New Gatorade campaign breaks
By Adnews Staff
Pepsi-QTG has begun a new campaign for Gatorade called “What’s Inside.” The campaign consists of a 30- and 60-second television commercial airing nationally in English and French, as well as an online element that will launch later this month at Gatorade.ca. The creative, developed by Downtown Partners of Toronto, features hockey player Sidney Crosby. The ad consists of an animated trip inside Crosby to find the secrets of his performance. “We wanted to have some fun with what makes an elite NHL athlete like Sidney Crosby tick,” said Dan Pawych, creative director at Downtown Partners. “We created a unique, somewhat surreal inner world to explore what fuels his performance. His physical talent, his drive, his passion for hockey, all of these attributes are core to Gatorade, and we integrated the product’s hydrating benefits. All this is thrown onto the screen in a real fun visual assault that is a blast to watch.”