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Gatorade - It Hasn’t Changed

Gatorade
05/09/2024
Advertising Agency
Los Angeles, USA
18
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Brand
Agency / Creative
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The world of sports is bigger. Louder. More intense. It has more distractions than ever. For athletes, everything about the game has changed—except for the most important thing: the internal will that drives them to achieve.

To share the timeless truth, Gatorade brought back its iconic "IS IT IN YOU" campaign from 25 years ago. The campaign, and the question it poses, serve as a reminder and challenge to today's athletes to look inside themselves and find the drive to make plays, break records, and change the game in their own way.

The campaign, launched across social, TV, and out-of-home, features a roster of modern icons—Jayson Tatum, A’ja Wilson, Josh Allen, Sydney McLaughlin-Levrone and Caitlin Clark— alongside the original face of the campaign, Michael Jordan, bringing together two iconic eras to create a new mantra that will motivate the athletes of today and tomorrow.

About TBWA\Chiat\Day LA
At TBWA\ we have two key philosophies: Disruption and Media Arts.

Disruption is the art of challenging conventional wisdom and overturning assumptions that get in the way of imagining new possibilities and and visionary ideas.

Disruption is about finding brand ideas that create growth.

Media Arts is about defining how those ideas can thrive in the world.

Media Arts is practice, not a theory. It is about creating meaningful brand connections and managing a brand's behavior in media and the world.

And when we say media, we mean any space between a brand and the audience.

When you bring your brand idea alive in the right medium to an audience tuned in and open to your story, then you're not creating advertising. You're creating meaning.

That's Media Arts.
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