Representing an era of baseball, Derek Jeter is an American icon. Having spent his entire 20-year career as a New York Yankee, his impending retirement dominated the media.

Using the credibility of a 20-year relationship with Jeter, Gatorade transformed their tribute to Jeter into a tribute from Jeter by giving him the chance to say good-bye his way. So, when it came to his final moments as a Yankee, Gatorade filmed him walking to Yankee Stadium thanking his fans in person.

This wasn’t just a commercial. This was a shared moment in time for New Yorkers and baseball fans alike. So, we featured the spot on the Nasdaq/Reuters board in Times Square during the World Series and on the Yankee Stadium Jumbotron during Derek Jeter’s final home game. Showing the “Made in New York” commercial in mass numbers elicited an overwhelming cascade of emotion from millions of fans.