Today, Gatorade launched a new campaign, “Inner Strong,” featuring Serena Williams, Hansel Enmanuel, and Sunisa Lee from its social agency of record, Swift.
This effort marks the second chapter of Gatorade’s broader, year-long “Fuel Tomorrow” brand platform, which focuses on breaking down barriers to empower the next generation of athletes. The first chapter highlighted the moment when one falls in love with a port, while this new, second iteration underscores how success derives from inner strength.
“Inner Strong” consists of three 60-second spots. In each one, the featured athlete shares their “inner strong”: belief for Williams, work ethic for Lee, and focus for Enmanuel.
Inspirational advice is peppered throughout the ads. For example, Sunisa says: “Trust yourself, give yourself patience, and use those tools to eliminate all the doubt.” Individually and together, the spots serve to underscore that what’s in these star athletes lives in everyone, empowering the next generation.
The campaign also features dynamic graphic animation work from German artist Lucy Dison, creative duo Unlimited Time Only, and Portland-based animation studio Computer Team. Watch below:
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On a broader scale, Gatorade will apply its brand platform to direct action across three key areas: resourcing community programs to help kids play in a safe, welcoming environment; providing access to sports facilities, equipment, and transportation; and training coaches on how to serve as champions for equity and inclusion.
The multi-year initiative includes an initial $10 million investment in organizations that align with these areas. The brand also partners with national organizations including Athlete Ally, Good Sports, Honest Game Foundation, Laureus USA, and the Women’s Sports Foundation, to co-develop measures and actions that advance equity in sports.
All three spots are live on social.
CREDITS:
CLIENT: Gatorade
- Chief Marketing Officer: Kalen Thornton
- Senior Director of Consumer Engagement: Brandi Ray
- Director, Social & Sports Culture: Katie Montiel Vidaillet
- Associate Marketing Manager: Maurice Watkins
- Sports Marketing: Keri Lockett
- Sports Marketing: Connor Wudrick
AGENCY: Swift, LLC
- Chief Creative Officer: Eric Segal
- Creative Director(S): Kimi Peterson, Paul Bjork
- Associate Creative Director(S): Guy Overfelt, Terrence Watson, Anthony Taylor, Gabe Cendoma
- Art Director(S): Nakita Simpson, Marina Choy
- Copywriter(S): Ty Miller
- Senior Creative Producer: Tomás Alfredo Valladares
- Account Director: Alex Gatewood, Jaime Komitor
- Senior Project Manager: Timothy Tontz
- Strategist: Ian Goldizen
- Production (Swift, LLC):
- Line Producer: Tomás Alfredo Valladares
- Director Of Photography: Judah Switzer / Document PDX
PRODUCTION SERVICES COMPANY (Mexico): Story, We Produce
Line Producer: David Phillips
POST PRODUCTION: Swift, LLC
- Post Producer: Tomás Alfredo Valladares
- Editor: Cody Liesinger
- Motion Designer: Martin Warszawski
SOUND DESIGN: Helio Sound
ANIMATION:
Animation / Illustration / Storyboarding (Serena Williams): Drew Tyndel / Computer Team
Animation / Illustration / Storyboarding (Hansel Enmanuel): Unlimited Time Only
Animation / Illustration / Storyboarding (Sunisa Lee): Lucy Dyson / RW Media
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