Gatorade Relaunching Tiger Brand With New Animated Spot

By Jon Show, Staff Writer, SportsBusiness Journal

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Gatorade’s relaunch of its Tiger Woods brand includes an animated ad campaign dubbed “Woods of Wisdom.” In the first spot, which debuts today on ESPN and MTV, a child cartoon version of Woods is playing a wooded golf course surrounded by animals. One of the animals makes a noise and breaks Woods’ concentration, resulting in an errant tee shot that hits a tree. A grizzly bear named Colonel, which is voiced by Samuel L. Jackson and meant to portray Woods’ late father, lectures the golfer on keeping his concentration. After drinking from a waterfall of Tiger Gatorade, Woods mimics his famous Nike commercial by bouncing a ball on the face of his club and striping a shot through the forest. Music for the spot is provided by Bootsy Collins. Other voiceovers include swing coach Hank Haney and caddie Steve Williams, as well as Golf Channel announcer Kelly Tilghman. The campaign was created by TBWA/Chiat/Day, L.A., as part of the launch of a reformulated Gatorade Tiger Focus, which includes theanine, an amino acid that is believed to reduce stress and improve concentration.