Gatorade is launching three new spots as part of its ongoing, multi-year Fuel Tomorrow initiative to help ensure everyone has equal opportunities to play sports and realize their potential.
There are barriers that prevent many kids from getting into, or staying in, the game–but one of the most prevalent is the lack of representation. Gatorade is helping address this by amplifying diverse role models in sports, including Hansel Enmanuel, Suni Lee and Serena Williams. The spots celebrate the inner drive it took for these athletes to overcome the barriers in their sport to achieve greatness.
This spot features Enmanuel, a Dominican high school basketball player who attends Life Christian Academy in Kissimmee, Florida. He went viral in early 2021 for his flashy dunks, passes, three-pointers and athleticism against top high school talent despite having only one arm.
The Gatorade campaign was created by TBWAChiatDay LA. Spots were directed by Malik Hassan Sayeed via production company Little Minx.
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Credits
Client Gatorade Agency TBWAChiatDay LA Caleb Jensen, executive creative director; Mark Peters, group creative director; Myles Brown, Malu Lara, sr. copywriters; Nico Marks, Christian Laniosz, Claire Zimmerman, sr. art directors; Bruno Regalo, head of art & head of design; Thiago Matsunaga, associate digital design director; Guia Iacomin, director of content production; Jeff Yee, sr. producer; Linnea Goodman, Scout Pertofsky, associate producers; Scott MacMaster, executive strategy director; Martin Ramos, strategy director; David Heiser, integrated strategy director; Julio Catilo, associate strategy director; Savannah Galindo, Sheida Karami, sr. strategists. Production Little Minx Malik Hassan Sayeed, director/DP; Rhea Scott, president; Helen Hollien, exec producer; Elaine Behnken, head of production; Salli Ziles, line producer; Reagan Jackson, production designer; Monique Vilfort, stylist; Nate Bellamy, sports choreographer; Eric Ian, photographer. Editorial Rock Paper Scissors Carlos Arias, editor; Jobe Lowen, Sebastian Zotoff, assistant editors; Shada Shariatzadeh, exec producer; Sasha Grubor, sr. post producer. Color The Mill Mark Gethin, creative director/colorist; Meghan Lang, exec producer; Jessica Amburgey, color producer. Sound Design/Mix Lime Sound Design/Lime Studios Rohan Young, mixer/sound designer; Jeremy Nichols, mix assistant; Susie Boyajan, mix/sound design exec producer. VFX/Finishing a52 Andres Barrios, creative director; Dan Ellis, lead Flame artist; Richard Hirst, Adam Flynn, Rod Basham, Flame artists; June Cho, designer; Corey Martinez, John Valle, Ujala Saini, online editors; Everett Wayne Cross, producer; Drew Rissman, head of production; Patrick Nugent, Kim Christensen, exec producers; Jennifer Sofio Hall, managing director. Footage Research Stalkr Colleen Cavanaugh Anthony, exec producer; George Alvarez, producer; Chelsea Van Arsdol, production manager.
“The Clasteroid,” a new campaign for the super popular video game Clash of Clans (Supercell), has been rolled out by agency DAVID New York.
The campaign includes this film directed by Dave Green via production company Gifted Youth. The piece reports that 2007 FT3--a real asteroid that once threatened Earth but inexplicably disappeared in 2007, has reappeared and is headed straight towards players’ villages in the video game.
Here’s the real reason 20007 FT3 initially went missing. Back in ‘07, Hank Green and a fellow scientist saved our world by digitizing the meteor and sending it to the world of Clash of Clans instead--with dire consequences once it hits now, some 18 years later. Though Green now lives as a popular science communicator on YouTube and TikTok, it now falls to him to make up for his decision by sending the new Meteorite Hammer into the game, kicking off Hammer Jam. Every year Clash of Clans players look forward to Hammer Jam. But this time, it’s a matter of life and death--and somehow avoiding the the destruction which a meteor can bring.
André Toledo, chief creative officer, DAVID New York, said, “In Clash of Clans, the stakes are always high. But for this year’s Hammer Jam, we wanted to amp that up higher than ever with an event that threatens the world of Clash as we know it. Together with our Supercell partners and science communicator Hank Green, we built a conspiracy around a real meteor to create real stakes and launched it into the game with a short film that’s an homage to ‘80s and ‘90s’ sci-fi flicks. Now, it’s up to the fans to save their village from destruction.”
