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PepsiCo Canada breaks Gatorade G2 campaign

PepsiCo Canada has begun a new advertising campaign for its Gatorade G2 sports drink. The 30-second television commercial, developed by TBWA Toronto, is called "No Small Victories." It depicts casual athletes engaging in hockey, soccer and running, accompanied by voice clips of the announcers from the NHL Winter Classic, an Arsenal FC game and the Boston Marathon. "Rather than recreating the calls featured within the spot, we felt it was important to use more authentic feeling clips, and we're incredibly pleased with the result," said Cheryl Radisa, vice-president of consumer marketing at PepsiCo. "Recreational athletes really do have profound moments of success, scoring a game winning goal or beating a personal best time, and we created this ad to celebrate those moments." A second commercial featuring the same theme will be released to coincide with the Super Bowl.

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