Gatorade – Hard Work

Gatorade, numéro 1 mondial des boissons pour le sport, a dévoilé sa dernière publicité avec Dwayne Wade, Serena Williams, Robert Griffin III (NFL) et Derek Jeter (MLB).

Créée par TBWA\Chiat\Day, cette publicité, intitulée « Hardwork » loue la persévérance, l’acharnement et le professionnalisme des athlètes professionnels et des athlètes de tous les jours à travers le monde.

Cette publicité sera diffusé sur 130 chaines américaines entre le 25 et le 29 Décembre notamment durant les matchs de la NBA qui opposeront les New York Knicks aux Oklahoma Thunder, le Heat face aux Lakers, durant des matchs de playoff de la NCAA (Louisville vs Kentucky entre autres).

Un hashtag a aussi été lancée pour rassembler les conversations des athlètes de tous les jours, à savoir #WINFROMWITHIN, qui exprime bien le bénéfice produit tout en étant inspirationnel et qui est utilisé depuis plusieurs mois par la marque en social via une série de visuels et repris notamment par quelques franchises comme les Seattle Seahawks (NFL) ou les New York Jets. (NFL).

En parallèle, Gatorade et TBWA ont lancé une campagne de célébration d’un des plus grands quarterback de la NFL, Peyton Manning qui a été élu « Sportsman of the Year » par le magazine Sports Illustrated et qui vient surtout de battre le record du nombre de touchdown passes en NFL en une saison, soit 51 (sachant qu’il détenait le record précédent établi à 49 en 2004).

Pour ces 2 moments, Gatorade a réalisé respectivement un print montrant le chiffre 18 fait uniquement de mots et de phrases autour de la thématique de la Victoire et pour le record de Peyton Manning, Gatorade a réalisé une vidéo, toujours avec son agence TBWA\Chiat\Day, intitulée « 51 And Counting », qui a été diffusée sur YouTube et Instagram.


Avec ces prises de paroles, Gatorade montre qu’en cette fin d’année, lâcher prise serait une erreur et qu’à force de travail, chaque athlète sera récompensé un jour ou un autre.

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