With a core belief that you “Win From Within,” Gatorade believes that winning is earned through hard work and perseverance. So, instead of avoiding loss, we challenged athletes to lean in to their losses as motivation. Through the stories of the world’s greatest athletes—from Michael Jordan not making his varsity team, to Matt Ryan’s heartbreaking Super Bowl loss, we reminded athletes that defeat shouldn’t be feared; it should be used as fuel.

Gatorade had some of the world’s greatest athletes share their most personal moments of defeat, the moments that fueled them to become champions—from Michael Jordan not making his varsity team to Matt Ryan’s heartbreaking Super Bowl loss. All to remind the next generation of athletes that defeat shouldn’t be feared; it should be used as fuel for victory.

We leveraged our athletes to talk about their defeats in exclusive interviews, podcasts, and media after the release of the film.  We also leveraged the interest around Matt Ryan and his preparation with GSSI for the upcoming season after his heartbreaking Super Bowl Loss.

The campaign generated 1.6 Billion impressions, found it's way not only onto sports related media like ESPN and NFL Network, but the message transcended to all media like the Today Show, CNN, Washington Post, Self, CNBC.

The Secret to Victory received 429 placements for over 1.6 billion impressions. We saw coverage from The Today Show, The Washington Post, SB Nation, New York Daily News, Sporting News, NBC Sports Pro Football Talk, SELF, InStyle, and several local market channels for the athletes featured in the ad. Additionally, the campaign has been covered socially by those outlets, as well as ESPN’s Darren Rovell, among others.