Serena Williams is visited by her younger self again in Gatorade's latest spot. Part of the brand's Olympics marketing push from TBWA\Chiat\Day in Los Angeles also features Usain Bolt, Paul George and April Ross as well as their younger selves.
While it isn't as emotionally charged as Gatorade's initial film with young Serena, the 70-second spot, "For the Love of Sport," skillfully portrays the athletes' dedication and enthusiasm for their various sports with humor and heart.
It's not surprising that Gatorade's spot is about how fostering these athletes' love of athleticism from a young age led them to their successful stature now, but it is affecting.
"The work builds from 'Win From Within,' Gatorade's brand platform and the north star of the work that we do, by showing that motivation comes from the first time athletes feel the pure love of sport," said Renato Fernandez, creative director, TBWA\Chiat\Day. "[There's] a love from within capable of motivating and pushing them through all the hardship and taking them to the next level."
The brand is also championing a donation initiative. Consumers are encouraged to choose between 19 youth sports-focused organizations to find four that Gatorade will donate $50,000 to on their behalf. Consumers can vote online until November.
As part of the new campaign Gatorade will be, for a limited time, featuring Williams, Bolt, George, Ross and Lionel Messi on its bottles, according to the company.
Executive Creative Director: Brent Anderson
Worldwide Creative Director: Renato Fernandez
Creative Director: Mark Peters
Creative Director: Gustavo Sarkis
Associate Creative Director: Doug Menezes
Director of Production: Brian O'Rourke
Executive Producer: Guia Iacomin
Senior Producer: Stephanie Dziczek
Producer: Lacy Plunk
Associate Producer: Kathleen Ackel
Managing Director: Jerico Cabaysa
Brand Director: Robyn Morris
Associate Brand Manager: Steve Smith
Associate Brand Manager: Sam Sabine
Group Planning Director: Scott MacMaster
Global Planning Director: Martin Ramos
Planning Director: Abigail Weintraub
Planner: Matt Bataclan
Jr. Planner: Joe Elliott
Director of Business Affairs: Linda Daubson
Associate Business Affairs Manager: Mirielle Smith
Senior Traffic Operations Manager: Judy Brill
Production Company: Superprime
Director: Rick Famuyiwa
Executive Producer / Head of Production: Roger Zorovich
Producer: Salli Zilles
Production Supervisor: Sally Hanson
1st AD: Rhonda Raulston
Director of Photography: Enrique Chediak
Editorial: Rock Paper Scissors
Editor: David Brodie
Assistant Editor: Patrick Tuck
RPS Producer: Dina Ciccotello
RPS Executive Producer: Helena Lee
VFX: Eight VFX
Executive Producers: Shira Boardman / Baptiste Andrieux
Head of Production: Juliet Tierney
Creative Director: JeanMarc Demmer
VFX Supervisor / Flame Lead: Philip Ineno
CG Lead: Fred Hopp
CG Artist: Benjamin Dupin
Coordinators: Evan Kantor, Ryan Dahlman
Color: The Mill
Executive Producer, Color: Thatcher Peterson
Color Producer: Diane Valera
Colorist: Adam Scott
Sound Design & Mix: 740 Sound
Sound Designers: Chris Pinkston, A. Josh Reinhardt
Mixer: Stephen Dickson
Executive Producer: Scott Ganary
Sound Design Producer: Jeff Martin
Associate Producer of Mix: Geena Richard
Song: "Young At Heart"
Performed by: Jimmy Durante
Master Licensing: Rhino Entertainment Company
Composed by: Carolyn Leigh and Johnny Richards
Publishing: MPL Communications Inc.
Music Licensing: MEGA Inc.
Founder: Danny Socolof
VP of Licensing: Madeline Adami