SBD/March 27, 2013/Marketing and Sponsorship

Gatorade Debuts New Spot Today Featuring Dwyane Wade, Kevin Durant

Gatorade today is debuting a new TV spot starring Thunder F Kevin Durant and Heat G Dwyane Wade. In the ad, titled “Fixation,” Durant has a late-game drive to the basket blocked by Wade. Durant then wakes up in a panic, realizing the play was a dream, and immediately starts training to ensure that such a play will not happen in real life. Durant then re-visualizes the play and this time dunks for the score. This causes Wade to wake up in the same panicked fashion, as though he had dreamed the second outcome. The spot closes with the brand's "Win From Within" slogan shown on-screen (THE DAILY). AD AGE's Natalie Zmuda notes Gatorade is launching two campaigns in March, "shifting how it approaches marketing for the G Series line and recommitting to athletic camps and locker room and sideline programs." In addition to "Fixation," the brand's "Lightning Bolt" spot debuted earlier this month and "focuses on the brand's history." Gatorade VP/Player Management Morgan Flatley said that the "overall media weight and marketing spend will be in line with a year ago." Data from Kantar Media shows that Gatorade spent $101M on "measured media" in '12 (AD AGE, 3/25 issue).
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