Menu
Marketing and Sponsorship

Gatorade Touts Vintage Past In New "Lightning Bolt" Spot From TBWA

Gatorade this week debuted a "new version of a commercial about the popular sports drink’s origins and the many sports superstars that have aligned themselves with the drink over time,” according to Lewis Lazare of the CHICAGO BUSINESS JOURNAL. At the top of the “new 60-second spot, we see some grainy footage of Gatorade being used” by Univ. of Florida football players, where the sports drink was created. The TBWA-created spot titled "The Lightning Bolt" moves on “to show historical footage of other major athletes that have been associated with Gatorade through the years," including Michael Jordan and Broncos QB Peyton Manning. Viewers of the new commercial will note that “modern-day bottles of Gatorade have been inserted into the vintage footage of familiar sports stars in action just to underscore the role the drink has played in their careers” (BIZJOURNALS.com, 3/13). ADWEEK’s David Gianatasio wrote the “heady concept works best in a pop-culture context.” Gatorade is a “beloved and ubiquitous game-day fixture, itself iconic, sloshing around in small plastic cups and giant buckets, ever ready to drench the winners in sparkling showers of limey-electrolyte glory.” The brand is “synonymous with triumph and superior achievement overall.” That status gives Gatorade “a shared meaning that transcends its sporty origins and helps ads like these appeal to anyone hoping to catch lightning in a bottle” (ADWEEK.com, 3/13).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Daily/Issues/2013/03/14/Marketing-and-Sponsorship/Gatorade.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Daily/Issues/2013/03/14/Marketing-and-Sponsorship/Gatorade.aspx

CLOSE