Mia Hamm, Mallory Pugh kick it in new Gatorade spot

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Gatorade-TBWA-Chiat

The women’s soccer World Cup begins Friday and the first game for the U.S. women is scheduled for June 11.

Who better to fuel the next generation of female soccer stars than Mia Hamm, one of the most influential players in the history of sport?

Hamm, who enjoyed life as a Gatorade spokeswoman from the late 1990s through the mid-2000’s, returns to the sports drink to mentor rising star Mallory Pugh, who was named the national Gatorade Girls Player of the Year in soccer.

Part of the brand’s Sisters in Sweat initiative, the 2:37 spot directed by Biscuit Filmworks Rachel McDonald. We open with a flashback with Hamm in a stadium tunnel about to take the field, holding the hand of a girl who looks like a younger Pugh.

Hamm leans over and tells her, “Congratulations. Today is your day. You’re off to great places. You’re off and away.” It’s then we realize we’re hearing the classic Dr. Seuss story, Oh, the Place You’ll Go.

The next minute and 45 seconds shows the actress resembling Pugh exploring a soccer fantasy land created by Shape+Light, kicking and dribbling while Hamm offers voice-over advice as the sage mentor. Then comes a close-up of Pugh today, followed by a shot of her in a tunnel supposedly before a game and telling a young girl, “Every day is your day when you come out to play.” Watch below:

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The spot, from AOR TBWA\Chiat\Day, plays an important role in Gatorade’s Sisters in Sweat campaign, which aims to address the alarming dropout rate of girls in sports. According to the brand by age 17, girls are almost twice as likely to quit sports as boys are.

The goal of the sports drink’s campaign is to inspire women of all ages to just keep playing, because the rewards go way beyond championships and medals, even when they’re Olympic (or World Cup) golds.

The new spot successfully brings together the legend and the legend-in-the-making to clearly deliver the inspirational message – women support women, in sports and in everything else

 
Credits
Client: Gatorade

Agency: TBWA\Chiat\Day
   Chief Creative Officer: Renato Fernandez
   Creative Director: Mark Peters
   Creative Director: Doug Menezes
   Copywriter: Elizabeth Daniel
   Art Director: Blair Seward
   Junior Copywriter: Jamie Wynn
   Junior Art Director: Gaia Elise
   Executive Director of Production: Brian O’Rourke
   Director of Content Production: Guia Iacomin
   Senior Producer: Kaitlin Moore
   Assistant Producer: Sophie Boris
   Managing Director: Jerico Dig Cabaysa
   Senior Account Director: Robyn Morris
   Account Director: Lani Reichenbach
   Management Supervisor: Gabriela Marino
   Account Executive: Connor Wudrick
   Group Planning Director: Scott MacMaster
   Global Planning Director: Martin Ramos Planner, Joel Van Rensburg
   Director of Business Affairs: Robin Rossi
   Business Affairs Manager: Eugene Gandia
   Director of Traffic Operations: Dessiah Maxwell
   Sr. Traffic Operations Manager: Judy Brill

Media Agency: OMD

PR Agency: FleishmanHillard

TV Production Company: Biscuit Filmworks
   Director: Rachel McDonald
   Partner/Managing Director: Shawn Lacy
   Executive Producer: Holly Vega
   Line Producer: Andrew Denyer
   Head of Production: Mercedes Allen
   Director of Photography: Jess Hall

Editorial House: Cabin Edit
   Editor: Scott Butzer
   Assistant Editor: Jay McConville
   Managing Partner: Carr Schilling
   Executive Producer: Remy Foxx
Producer: Michelle Dorsch

VFX Studio: Shape + Light
   Creative Director: Rob Trent
   Senior Producer: Jordan Sharon
   2D Artists: Paul Heagney, Jan Cilliers, Chris DiCristo, Wes Waldron, Dave Stern
   Flame Assist: Austin Lewis
   3D Lead: Gavin Kelly
   3D Concept Artist: Eugene Guaran
   3D Generalist: DeAndre Moore
   3D Coordinator: Arron Inglis
   Additional 3D Artists: Sam Boyd, Mario Domingos, Sean Hunt, Cormac Kelly, Kev Ryan
   Concept Artist and Lead Matte Painter: Marc Samson
   Matte Painter: Rocco Gioffre

Color: Harbor Pictures
   Senior Producer: Matt Olmon
   Colorist: Elodie Echter

Sound Design: LSD
   Executive Producer: Susie Boyojan
   Sound Designers: Michael Anastasi, Kai Paquin
   Final Mix: Lime Studios
   Executive Producer: Susie Boyojan
   Mixer: Matt Miller
   Assistant Mixer: Lisa Mermelstein

Music
   Composers: Pedro Bromfman & Juan Carlos Enriquez

Source: Multiple

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