Cannes Lions

Like a Mother

TBWA\CHIAT\DAY LOS ANGELES / GATORADE / 2019

Film
Film

Overview

Entries

Credits

Overview

Background

Gatorade’s commitment to fueling athletes extends beyond its products on sidelines and locker rooms. With a core belief that you Win From Within, Gatorade also fuels athletes emotionally by recognizing and celebrating the passion, commitment, and dedication it takes to become the best athlete you can.

Serena Williams’s story is one of the most inspirational and motivational ever and provides the opportunity to create content that demonstrates the shared athletic belief that you Win From Within.

Execution

During the 2018 Wimbledon Tournament, Serena Williams was doing something astonishing. She was winning despite giving birth 10 months before and dramatically falling in the rankings just for taking maternity leave. It was history in the making and needed to be celebrated in real time. Our team hustled in a matter of weeks to put together the 30-second tribute "Like a Mother" to run in the event Serena made it to the finals, which she did. The spot aired during the Wimbledon final and within 3 days had garnered over 16MM views and 48MM media impressions across all social platforms.

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