Gatorade’s got another type of fuel

08 05 2019

While ubiquitous across stadiums, arenas, and sports games everywhere, Gatorade is just one part of that essential fuel for athletes. In their recent spot titled “Make Your Rival Your Fuel,” the sports drink brand focused on a whole different type of message by tapping into the one thing nearly every athlete has: a rival.

Starring Houston Texans defensive end J.J. Watt, we worked with TBWA\Chiat\Day LA to craft a story that was high energy and entirely inspiring by culling together footage that spoke to the highs and lows of not only being an athlete, but of being an athlete driven by the urge to defeat their rival.

From players who happen to be brothers—like J.J. Watt and T.J. Watt—to shots of players facing chilling defeats, moments of game-winning triumph, and face-offs between legends, it is about harnessing the relentless and constant urge to rise above the rest, resulting in a powerful message to athletes on the court, mat, field, and anywhere in between.