Gatorade changes it up with new emotive ad

After launching its global campaign “Moving The Game Forward” last November featuring a collection of ambassadors including Usain Bolt, Abby Wambach and Dwyane Wade, Gatorade has gone down the emotional channel with its new ad featuring football superstar Lionel Messi.

Accompanied with the tagline “Don’t Go Down”, the commercial depicts Messi avoiding being tackled during matches and refusing to “go down” and sets the scene for a ‘feelgood’ ad based on athletes ‘staying up’ with the sports drink brand promoting the age-old adage centred on never giving up.

Head of Gatorade’s Global Marketing Anuj Bhasin said that they wanted to perpetuate the attitude of the world’s best footballer and encourage anyone to face sport and life with the same perspective.

“Gatorade believes that athletic performance is driven from the inside, and that Messi and his style of play embody a similar spirit, which is to never to give up and to keep driving forward.”

“We’re extremely proud to be aligned with a star like Messi and help spread his inspirational message of toughness and resilience through this new content” he added.

Already a partner of some of the world’s biggest football clubs in FC Barcelona, Liverpool and Arsenal, the ad has been run in the US, Latin America and Europe since February 22 and was coincided with the UEFA Champions League round of 16.

A Gatorade ambassador for several years, Messi said that the attitude was not only applicable in sport but life in general

“I don’t know if there’s a secret to how I play, it’s something I’ve done since I was little. I always try to continue the play if I’m able to and life is no different. It’s important to keep moving forward through good times and through adversity,” he said.

About author

Adrien Danjou
Adrien Danjou 140 posts

Adrien is a Digital Marketing Manager in France and a Digital Sport lover. Follow him on Twitter: @Adrien_DH

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