Power Couple Dwyane Wade and Gabrielle Union Get Competitive for Gatorade Zero

They're the first ad stars for the brand's sugar-free product

The NBA star and actress have a light-hearted rivalry in the first spots for Gatorade Zero. Gatorade

Dwyane Wade and Gabrielle Union may be happily married, but that doesn’t mean the two stars of their respective fields aren’t a tad competitive when it comes to one upping each other.

The pair appear in the inaugural campaign for Gatorade Zero, which bills itself as offering “all the electrolytes, zero sugar.”

Gatorade Zero quietly launched last summer in three flavors. Now the brand is adding two additional flavors, while also debuting the star couple as endorsers.

This is the first campaign the couple has been in together. And while Miami Heat star Wade might be a pretty standard Gatorade ad star, the decision to feature actress and “America’s Got Talent” host Union marks one of the few times the brand has used someone who isn’t an athlete by profession in creative elements.

“The campaign opens the door on how we explore athleticism,” says Jill Abbot, head of consumer and athlete engagement at Gatorade. “It pushes us to broaden how we show and support athletes.”

TV ads feature Union and Wade attempting to one-up each other at the gym. To the tune of Missy Elliott’s “Pep Rally,” the couple challenges each other on the treadmill, jumping rope, doing box jumps and cycling.

“Creative came about from similar, shared experiences, both at the brand and with our agency (TBWA\Chiat\Day Los Angeles),” Abbot says. “When you’re at the gym on the treadmill and you’re sweating it out and you look over at the person next to you and they’re running just a bit faster, your urge is to crank it up bit. Our goal was to aim for this feeling in a real moment. Competitive drive shows up anytime you’re sweating.”

Union and Wade helped the brand “showcase athleticism on a personal side,” Abbot adds. “Their real-life relationship fuels each another.”

Gatorade also introduced new packaging for Gatorade Zero, which consists of white labeling to differentiate it from other Gatorade products. In addition to TV, the brand will be rolling out extensions of the campaign in digital, print, mobile ads, Facebook and Instagram, to name a few.


Agency: TBWA\Chiat\Day Los Angeles
Chief Creative Officer: Renato Fernandez
Creative Director: Mark Peters
Creative Director: Doug Menezes Sr.
Copywriter: Guy Helm
Sr. Art Director: Chris Rodriguez
Jr. Copywriter: Jamie Wynn
Jr. Art Director: Gaia Elise
Director of Production: Brian O’Rourke
Executive Integrated Producer: Guia Iacomin
Associate Producer: Michael Schroepfer
Executive Digital Producer: Ewan Anderson
Executive Print Producer: Dena Moore
Managing Director: Jerico Dig Cabaysa
Brand Director: Gigi Lewis
Management Supervisor: Caitlin Miller
Associate Brand Manager: Connor Wudrick
Account Group Assistant: Wenona Carlos
Group Planning Director: Scott MacMaster
Global Planning Director: Martin Ramos
Planner: Joel van Rensburg
Director of Business Affairs: Robin Rossi
Business Affairs Manager: Tana Prosper
Talent Affairs Manager: Leila Scheffer
Talent Payment Manager: Kevin Castro
Director of Traffic Operations: Dessiah Maxwell
Sr. Traffic Operations Manager: Judy Brill

Media Agency – OMD

Production Company: Superprime
Director: The Malloys
Managing Director/Executive Producer: Rebecca Skinner
Managing Director/Head of Sales: Michelle Ross
Head of Production/EP: Roger Zorovich
Producer: William Green
DP: Matthew Lloyd
AD: Michael Kahn

Editorial: Cartel
Editor: Adam Robinson
Editor (Digital): Craig Quinlan
Executive Producer: Lauren Bleiweiss
Head of Production: Meagen Carroll
Assistant Editor: Grant Hall
Producer: Brady Fiero

VFX/Postproduction Company: a52
VFX Executive Producer: Kim Christensen
VFX Producer: Michele Watkins
CG Supervisor: Andrew Romatz
3-D Generalist: Dustin Mellum
VFX Supervisor: Andres Barrios
Flame Artists: Andy Davis, Chris Riley, Enid Dalkoff, James Buongiorno, Michael Vaglienty, Noah Poole

Color: a52
Color Executive Producer: Thatcher Peterson
Colorist: Paul Yacono
Color Producer: Jenny Bright
Mixing Studio: Beacon Street Studios
Sound Design/Mix Engineer: Rommel Molina
Mix Assistant: Mike Leone
Senior Mix/SD Producer: Kate Vadnais

Music: Pep Rally performed by Missy Elliott, courtesy of Atlantic Records
Writers: Missy Elliott + Pharrell Williams
Music Supervision: Morgan Thoryk and Andrew Kahn, Good Ear Music Supervision

Amy Corr is a contributor to Adweek.
Publish date: March 19, 2019 https://stage.adweek.com/creativity/power-couple-dwyane-wade-and-gabrielle-union-get-competitive-for-gatorade-zero/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT