Gatorade has turned it right pulling the blanket from the rival and Official Sports Drink of the London Olympic Games Powerade. PepsiCo’s brand created a commercial featuring Usain Bolt,the fastest man in the world who also appeared in PUMA and Nissan campaigns.
In the spot by TBWA/Chiat/Day, Bolt wearing a hood to hide from others eyes is shown walking through the streets of London as a voiceover says: «We weren’t there on stadium billboards. We weren’t there on double-decker buses. We weren’t on buttons, souvenirs or commemorative snow globes. We weren’t there officially sponsoring anything. We were there for real—inside the bodies of some of the greatest athletes on earth.»
Usain Bolt comes to an empty Olympics stadium and drops a Gatorade Chew. The next shot shows him in a packed stadium preparing to race. The Gatorade logo and the hashtag #WinFromWithin appears on the screen in the end.
This new spot is actually a recut version of one released a month ago, says Ad Week. In the previous spot Bolt provided the voiceover himself and called on people never to stop until the full victory.
In July, Gatorade rolled out a ‘Beat the Heat’ campaign created to inform people about the importance of consuming enough appropriate water to help reduce the risk of heat-related illnesses.