Basketball HOFer Michael Jordan "plays a major role" in Gatorade's latest ad, which celebrates the 50th anniversary of the brand, according to Danny Ecker of CRAIN'S CHICAGO BUSINESS. The new spot via TBWA/Chiat/Day, L.A., which is titled "50," features a football team "counting out 50 pushups, with each number tied to a memorable sports moment or jersey number from the past half-century," of which Jordan "makes up four of them." The ad "spotlights" the Bulls' NBA title total (No. 6), Jordan's jersey number (No. 23), Jordan's point total from Game 5 of the '97 NBA Finals (No. 38) and Jordan's jersey number upon his return to the Bulls in '95 (No. 45) (
CHICAGOBUSINESS.com, 12/25). AD AGE's E.J. Schultz noted the ad "begins with a nod to Gatorade's founding" in '65 at the Univ. of Florida. Each number in the spot is tied "to a sports moment that has at least some link to Gatorade." The moments "include 'four' for Super Bowl IV, representing the first time Gatorade was used in the big game." Later, No. 21 "depicts the first 'Gatorade bath' at Super Bowl XXI" when Pro Football HOFer Harry Carson "dumped the drink" on the former Giants coach Bill Parcells. Other moments "show famous Gatorade endorsers," like No. 24 for tennis player Serena Williams recording her 24th ace in a match, or Gatorade-sponsored events, such as No. 44 for the '86 NBA Slam Dunk Contest in which former NBAer Spud Webb "showed off his 44-inch vertical leap." The only visual that "doesn't include an audible number" is No. 23 for Jordan. Instead of "calling out his jersey number, the ad plays a quick clip of the brand's famous 'Be Like Mike' ad." Because the moments "fly by quickly in the spot, the brand is also releasing an interactive version on its YouTube page that includes a brief description of each image." There also are links during the playback that "allow viewers to dive deeper into 10 of the moments." VML, K.C., is the "digital agency on the campaign" (
ADAGE.com, 12/25).
