Cannes Lions

I Can Do Better Radio

TBWA\CHIAT\DAY , Los Angeles / GATORADE / 2021

MP3 Original Language
MP3 Original Language
MP3 Original Language
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Overview

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Overview

Execution

Gatorade Zero is targeted to older athletes who have shifted their goals from winning on the field of play to maintaining their health through fitness and exercise. But while their athletic goals may have changed, their competitive mindset hasn't. So, to remind older athletes that they can still bring that spirit of competition to their workouts, Gatorade Zero pulled from a bit of Gatorade history and reprised an iconic commercial, “Michael vs Mia,” where two legends battle it out over almost everything.

Instead of Michael Jordan and Mia Hamm, Gatorade Zero used former Women’s World Cup soccer star Abby Wambach and Olympic icon Usain Bolt as the kinds of athletes who now bring their competitive fire to their workouts.

Abby and Usain went head-to-head in almost everything, including their radio commercials, where they try to read the product attributes faster and with more vocal flair than one another.

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