Serena Williams, Usain Bolt Are Motivated by Their Younger Selves in Gatorade’s New Olympics Spot

TBWA\Chiat\Day L.A. aims to inspire

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Serena Williams is visited by her younger self again in Gatorade's latest spot. Part of the brand's Olympics marketing push from TBWA\Chiat\Day in Los Angeles also features Usain Bolt, Paul George and April Ross as well as their younger selves. 

While it isn't as emotionally charged as Gatorade's initial film with young Serena, the 70-second spot, "For the Love of Sport," skillfully portrays the athletes' dedication and enthusiasm for their various sports with humor and heart. 

It's not surprising that Gatorade's spot is about how fostering these athletes' love of athleticism from a young age led them to their successful stature now, but it is affecting.

"The work builds from 'Win From Within,' Gatorade's brand platform and the north star of the work that we do, by showing that motivation comes from the first time athletes feel the pure love of sport," said Renato Fernandez, creative director, TBWA\Chiat\Day. "[There's] a love from within capable of motivating and pushing them through all the hardship and taking them to the next level." 

The brand is also championing a donation initiative. Consumers are encouraged to choose between 19 youth sports-focused organizations to find four that Gatorade will donate $50,000 to on their behalf. Consumers can vote online until November. 

As part of the new campaign Gatorade will be, for a limited time, featuring Williams, Bolt, George, Ross and Lionel Messi on its bottles, according to the company.


Agency: TBWA\Chiat\Day

Client: Gatorade

Executive Creative Director: Brent Anderson

Worldwide Creative Director: Renato Fernandez

Creative Director: Mark Peters

Creative Director: Gustavo Sarkis

Associate Creative Director: Doug Menezes

Director of Production: Brian O'Rourke

Executive Producer: Guia Iacomin

Senior Producer: Stephanie Dziczek

Producer: Lacy Plunk

Associate Producer: Kathleen Ackel

Managing Director: Jerico Cabaysa

Brand Director: Robyn Morris

Associate Brand Manager: Steve Smith

Associate Brand Manager: Sam Sabine

Group Planning Director: Scott MacMaster

Global Planning Director: Martin Ramos

Planning Director: Abigail Weintraub

Planner: Matt Bataclan

Jr. Planner: Joe Elliott

Director of Business Affairs: Linda Daubson

Associate Business Affairs Manager: Mirielle Smith

Senior Traffic Operations Manager: Judy Brill

Production Company: Superprime

Director: Rick Famuyiwa

Executive Producer / Head of Production: Roger Zorovich

Producer: Salli Zilles

Production Supervisor: Sally Hanson

1st AD: Rhonda Raulston

Director of Photography: Enrique Chediak

Editorial: Rock Paper Scissors

Editor: David Brodie

Assistant Editor: Patrick Tuck

RPS Producer: Dina Ciccotello

RPS Executive Producer: Helena Lee

VFX: Eight VFX

Executive Producers: Shira Boardman / Baptiste Andrieux

Head of Production: Juliet Tierney

Creative Director: Jean­Marc Demmer

VFX Supervisor / Flame Lead: Philip Ineno

CG Lead: Fred Hopp

CG Artist: Benjamin Dupin

Coordinators: Evan Kantor, Ryan Dahlman

Color: The Mill

Executive Producer, Color: Thatcher Peterson

Color Producer: Diane Valera

Colorist: Adam Scott

Sound Design & Mix: 740 Sound

Sound Designers: Chris Pinkston, A. Josh Reinhardt

Mixer: Stephen Dickson

Executive Producer: Scott Ganary

Sound Design Producer: Jeff Martin

Associate Producer of Mix: Geena Richard

Song: "Young At Heart"

Performed by: Jimmy Durante

Master Licensing: Rhino Entertainment Company

Composed by: Carolyn Leigh and Johnny Richards

Publishing: MPL Communications Inc.

Music Licensing: MEGA Inc.

Founder: Danny Socolof

VP of Licensing: Madeline Adami

@KristinaMonllos Kristina Monllos is a senior editor for Adweek.
Publish date: June 16, 2016 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT