SBD/December 27, 2013/Marketing and Sponsorship

Gatorade Rolls Out "Hard Work" Campaign Featuring Wade, Jeter, Serena Williams

Gatorade is "gearing up for the New Year with a new, 60-second TV spot that features both sports stars and amateur athletes putting in the tough training that it takes to win," according to Karlene Lukovitz of MARKETING DAILY. The spot, titled "Hard Work" or "Cadence," features Heat G Dwyane Wade, tennis player Serena Williams, Yankees SS Derek Jeter and Redskins QB Robert Griffin III. The ad was directed by Josh Melnick and Xander Charity from @Radical. The broadcast schedule includes "130 national buys across MTV, Comedy Central, Spike TV and VH1 between Dec. 25 and 29." It also included "a national buy on ABC" for Wednesday's Thunder-Knicks game, and "a local ABC buy" in Chicago and N.Y. for the Lakers-Heat game. In addition, there are "national buys on CBS" Saturday during the Villanova-Syracuse and Louisville-Kentucky college basketball games, and "five national buys during the Bowl Championship Series games airing on ESPN between Jan. 1 and 6." Meanwhile, following Broncos QB Peyton Manning breaking the NFL record for touchdown passes in a season, Gatorade has "created and posted a celebratory video devoted to Manning (dubbed '51 and Counting') on YouTube and Instagram" (MARKETINGDAILY.com, 12/24).
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