Gatorade piège ses consommateurs dans ses nouvelles publicités

Pour démontrer et illustrer sa nouvelle campagne de communication signée « Sweat It To Get It » lancée en juin dernier avant la Coupe du Monde au Brésil, Gatorade a décidé de piéger ses consommateurs dans des épiceries.

La scène est relativement banale : un consommateur se rend au rayon des boissons, prend son Gatorade et se rend à la caisse pour s’acquitter comme il se doit. Mais ce n’est sans le zèle du guichetier (incarné par Rob Belushi, le fils de Jim Belushi, l’un des Blues Brothers), qui explique sans osciller qu’il ne peut accepter l’argent car les consommateurs doivent « transpirer pour l’acheter » ou « en brûler pour payer ». En cas d’incompréhension, le guichetier a pu faire appel à deux soutiens, son manager, le quarterback légendaire Peyton Manning évoluant au Denver Broncos, et un consommateur de renom, Cam Newton, le quarterback des Carolina Panthers.

Au total, ce ne sont pas moins de 8 caméras cachées qui ont réalisés dans cette épicerie avec 15 caméras dispersées dans le magasin :

Avec ces vidéos, Gatorade démontre que la boisson a été créée pour remplacer ce que les athlètes perdent durant leur transpiration. Ces publicités prennent donc le contre-pied de manière humoristique pour au final arriver au point où le consommateur prend conscience du niveau d’exercice physique à atteindre pour mériter son Gatorade.

La signature et la campagne « Sweat It To Get It » apparaitront dans plus de la moitié des points de vente à travers la pré-saison et saison régulière de NFL.

Mais d’ores et déjà, bravo à Gatorade pour cette campagne et ces contenus drôles grâce à l’intervention de ces ambassadeurs !

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