The brand had issued a call for ideas to DDB's global network as well as other agencies as it steps up its branding battle against Powerade and Pocari. "The plan was for a television campaign comprising three executions from five briefs. Gatorade's Chicago headquarters received hundreds of ideas. Through a screening process, two of our ideas were picked while a decision is pending on the third," said DDB Greater China president and chief executive officer, Aaron Lau.
The TVCs reinforce Gatorade's ability replenish fluid and minerals lost during exercise, underlined by the tagline: 'Gatorade. Is it in you?'.
In one execution, 'UV labrats', sweat lost by a runner on a treadmill is shown through ultra-violet light to have a similar fluid and mineral content to the energy drink. In 'Uphill struggle', athletes using Gatorade are able to run better, hit higher and swim harder. "The concept aims to create an emotional bond with people by linking the fighting spirit and the joy of winning with the tangible benefits of the product," Lau said. The campaign has just launched in the US, with plans to air it in Thailand, Australia and Latin America. The TVCs will run in its original format in all markets, with adaptations made only to the language of the voiceover and tagline. The campaign is the first by DDB since the brief was globally realigned to the agency in 2002.