This video is one of eight which is part of Gatorade’s “Sweat It To Get It” campaign from TBWAChiatDay Los Angeles. Videos were directed by Jody Hill of Caviar Content and shot at a convenience store with 15 hidden cameras. Hill is known for films and TV programs including Eastbound & Down, Observe And Report, and The Foot Fist Way.
“Couple” features a guy and gal who try to buy Gatorade at a convenience store but the clerk won’t sell it to them because they haven’t worked up a sweat. The clerk then calls in the store manager to explain the shop’s policy–the manager turns out to be Denver Broncos’ quarterback Peyton Manning, much to the amazement of the couple. Manning says that sweat is essential if folks want to buy Gatorade. You gotta sweat it to get it. You gotta burn some, to earn some. No exceptions.
The deadpan store clerk is played by Rob Belushi, nephew of the late John Belushi.
Brent Anderson, executive creative director at TBWAChiatDay, said of the campaign, “Gatorade was invented to replace what athletes sweat out. So the intent was to create something that might cause someone who reaches for a Gatorade to think, ‘Hold up…have I earned this?’”
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Credits
Client Gatorade Agency TBWA\Chiat\Day, Los Angeles Stephen Butler, chief creative officer; Brent Anderson, executive creatie director; Jayanta Jenkins, global creative director; Dave Estrada, sr. art director; Nick Ciffone, sr. copywriter; Nick Cohen, copywriter; Jon Soto, art director; Brian O’Rourke, director of production; Tim Newfang, sr. producer; Peter Ravailhe, managing director; Marc Johns, branded entertainment manager; Erika Buder, sports marketing manager; Parker Adame, project manager; Ralph Lee, associate brand manager; Scott MacMaster, group planning director; Martin Ramos, planning director; Rebecca Harris, planner. Agency VML, Kansas City, MO. Josh Kell, group creative director; Kristin Gritt, sr. social strategist; Derek Anderson, creative director; Rob Kaszuba, art director; Bryan Mohr, sr. copywriter. Production Caviar Content Jody Hill, director; Luke Ricci, exec producer; Brian Quinlan, producer; Mark Snelgrove, production designer; Michael Svitak, DP; Michael Sagol, managing partner. Editorial HutchCo Technologies Jim Hutchins, editor; Joaquin Machadeo, assistant editor; Jane Hutchins, exec producer. Post The Mill LA Sue Troyan, sr. exec producer; Enca Kaul, exec producer; Kiana Bicoy, producer; Jillian Lynes, production coorindator; Robin McGloin, Scott Wilson, Patrick Munoz, Scott Johnson, 2D lead artists; Nick Sanders, colorist.
We’re eating microplastics. We’ll never be able to retire. Everything seemingly sucks. So today Pika, the social-first AI video platform that brings your wildest and weirdest ideas to life, has launched a campaign depicting how it gives you the power to change your reality. Maybe not for good, but for a minute. This campaign anthem film, “Pikapocalypse,” developed by the Pika creative team with production and marketing support from Ceiling Train, directed by RSA Films’ Marie Schuller and edited by Abandon’s Val Thrasher, shows users how swapping and morphing pieces of their world--their cat’s poop into a beautiful bonsai, for example--can make reality optional. And certainly more fun.
Pika CEO Demi Guo explained, “We wanted the piece to challenge who AI is for and what they can do with it. Unlike a lot of competitors, we focus on the everyday social creator – and we wanted the expansive creative possibilities of our platform to come through equally with the ease of use.”
“Pika’s take on how they position themselves within this word felt really refreshing to me,” said RSA director Schuller, “because they saw themselves as a token of irreverent, ridiculous, hilarious and desperately needed entertainment. ‘Everything is terrible. No, it’s not,’ is an incredibly dark humored line as we watch a meteor transform into a grinning dough face, but it made me laugh, and that’s exactly what I would like to get out of a brand like Pika.”
