Damian Lillard, nouvel ambassadeur Powerade

Passé du statut de simple recrue au lycée à celui de star universitaire avant d’être propulsé aujourd’hui franchise player des Portland Trail Blazers, l’ascension de Damian Lillard a toujours été mise sous le signe de la détermination et de l’amour du basketball. Dans sa dernière campagne publicitaire, Powerade, la boisson énergétique du groupe Coca-Cola, y étrenne son nouvel ambassadeur, Lillard, dans une session d’entraînement où le travail prend toute sa dimension et où l’on comprend comment ce joueur est devenu l’un des meilleurs joueurs de la NBA. 

Dans ce spot de 30 secondes, intitulé « No Easy Bucket », Lillard pousse son corps dans ses derniers retranchements dans cette exercice intense dans le gymnase, exercice mené par l’entraîneur de boxe, VIrgil Hunter. Alors que Lillard semble arrive au bout de ses limites, il fait appel à POWERADE et à l’énergie intrinsèque de cette boisson pour remplir ses réservoirs et redémarrer son entraînement. 

« Mon histoire ne s’est pas écrite sans heurt, au contraire, je me suis constamment battu pour gravir les collines et atteindre les sommets pour prouver aux sceptiques qu’ils avaient tort. Je pense connaître mieux que personne ce que les joueurs opprimés ressentent » a déclaré Lillard. « Avec POWERADE et cette campagne, j’espère inspirer les jeunes sportifs à continuer leurs efforts et ne jamais rien lâcher face aux obstacles qui se dressent à eux, comme j’ai pu le faire auparavant. »

Cette nouvelle publicité sera diffusion durant le tournoi de la Division 1 de la NCAA et sera soutenu par 2 spots publicitaires, uniquement sur le digital : « Heart », et « Work ». 

Heart :

Work :

« Damian Lillard fait partie des tous meilleurs joueurs de basketball de la planète, et il est malheureusement simple d’oublier d’où il vient et comment il a réussi à éblouir le monde du basketball » a déclaré Shannon Watkins, senior Director chez POWERADE. « Certains athlètes sont dôtés de qualités hors norme, mais l’histoire de Damian est un témoignage parfait d’une éthique de travail absolument implacable. POWERADE est heureux de raconter son histoire pour inspirer les autres et faire partie de son voyage. Et nous pensons que ce n’est que le début. » 

Cette nouvelle campagne a été développé par l’agence de Powerade : Wieden+Kennedy Portland. Pour plus d’informations, rendez-vous sur POWERADE.com et sur les réseaux sociaux de la marque sur Instagram et Twitter.


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