Gatorade must think its customer base is too big, as the brand's new ad campaign from TBWA\Chiat\Day shows people in convenience stores being denied the sports beverage unless they're actively sweating.
Eight hidden-camera style videos are anchored by Rob Belushi (son of Jim), who plays the deadpan store clerk doing the denying—explaining to the customers that they have to "sweat it to get it" (the campaign's tagline) and "burn some to earn some."
Peyton Manning and Cam Newton then make cameos—the former as the ostensible manager of the store, the latter as a fellow customer.
The agency says the campaign was shot on location at an actual convenience store with over 15 hidden cameras and directed by Jody Hill of Eastbound & Down fame. (Hill also directed the new Dodge Dart campaign out of Wieden + Kennedy.)
"Gatorade was invented to replace what athletes sweat out. So the intent was to create something that might cause someone who reaches for a Gatorade to think, 'Hold up…have I earned this?' " says Brent Anderson, ecd at TBWA\Chiat\Day in Los Angeles.
"Sweat it to get it" signage will appear in more than half of all Gatorade convenience store retail locations through the NFL preseason and regular season. Presumably no one who's dry to the touch will actually be turned away.
CREDITS
Client: Gatorade
Chief Marketing Officer: Morgan Flatley
Senior Director, Consumer Engagement: Molly Carter
Marketing Director: Jamie Davies
Manager, Branded Entertainment: Nancy Laroche
Senior Director, Sports Marketing: Jeff Kearney
Director, Sports Marketing: Tom Prochaska
Agency: TBWA\Chiat\Day, Los Angeles
Chief Creative Officer: Stephen Butler
Executive Creative Director: Brent Anderson
Global Creative Director: Jayanta Jenkins
Senior Art Director: Dave Estrada
Senior Copywriter: Nick Ciffone
Copywriter: Nick Cohen
Art Director: Jon Soto
Director Of Production: Brian O'Rourke
Senior Producer: Tim Newfang
Managing Director: Peter Ravailhe
Branded Entertainment Manager: Marc Johns
Sports Marketing Manager: Erika Buder
Project Manager: Parker Adame
Associate Brand Manager: Ralph Lee
Group Planning Director: Scott MacMaster
Planning Director: Martin Ramos
Planner: Rebecca Harris
Junior Planner: Katie Acosta
Junior Planner: Matt Bataclan
Director Of Business Affairs: Linda Daubson
Executive Business Affairs Manager: Lisa Lipman
Talent Payment Manager: Mirielle Smith
Director, Traffic Operations: Dessiah Maxwell
Broadcast Traffic: Jerry Neill
Production Company: Caviar Content
Director: Jody Hill
Executive Producer: Luke Ricci
Producer: Brian Quinlan
Production Designer: Mark Snelgrove
Director Of Photography: Michael Svitak
Managing Partner: Michael Sagol
Editorial Company: HutchCo Technologies
Editor: Jim Hutchins
Assistant Editor: Joaquin Machado
EP: Jane Hutchins
Postproduction: The Mill, Los Angeles
Sr. Executive Producer Sue Troyan
EP: Enca Kaul
Producer: Kiana Bicoy
Production Coordinator: Jillian Lynes
2D Lead Artist: Robin McGloin
2D Lead Artist: Scott Wilson
2D Lead Artist: Patrick Munoz
2D Lead Artist: Scott Johnson
Colorist: Nick Sanders