SBD/April 17, 2014/Marketing and Sponsorship

Gatorade Releases New Spot Featuring Nationals' Bryce Harper For "Fierce" Sub-Brand

Gatorade yesterday unveiled a new commercial featuring Nationals LF Bryce Harper, with the MLBer promoting the brand's sports drink sub-brand Fierce in a spot "beginning to make the rounds on the Internet," according to Greg Otto of the WASHINGTON BUSINESS JOURNAL. In the "Face Off" spot, Harper "intensely stares down" a Marlins pitcher then "crushes the cover off a ball." The ball then "morphs into a glowing red orb of Harper's screaming aura." The ad is set to Guns N' Roses' "Welcome To The Jungle" (BIZJOURNALS.com, 4/16). The spot, which is similar to another Gatorade ad released last month featuring Pacers F Paul George, is part of an extension MLB signed with PepsiCo earlier this month (THE DAILY). YAHOO SPORTS' David Brown wrote, "The special effects of the liquid Gatorade world are impressive, and the creators seem to have captured Harper's personality perfectly" (SPORTS.YAHOO.com, 4/16). In Las Vegas, Ron Kantowski notes when Harper’s liner “begins to scream, it does so using Harper’s entire face, instead of mostly just a mouth.” Kantowski writes, “A lot of little kids admire Bryce Harper, but his screaming face might frighten tee ball players” (LAS VEGAS REVIEW-JOURNAL, 4/17).
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