Sweating Bullets: Mannings, Watt Star In New Online Campaign For Gatorade

Gatorade today launched the latest version of its online-only “Sweat It to Get It” campaign, with 11 YouTube videos starring Broncos QB Peyton Manning, Giants QB Eli Manning and Texans DE J.J. Watt. The ads, created by TBWA\Chiat\Day, L.A., feature students on a college campus unsuccessfully attempting to buy Gatorade from vending machines while being filmed by hidden cameras. Actor Rob Belushi explains that they will need to work up a sweat in order to receive their drinks, and then the players enter the scene. Gatorade Senior Dir of Consumer Engagement Kenny Mitchell said via e-mail last year's inaugural version of the campaign was "well received because we wanted people to really walk away with the message that Gatorade is earned through sweat.” He added, “We’re a brand that is built on fueling athletic performance and are serious about our athlete target. Last year’s success made it imperative that we evolve the concept without losing the overall message. We feel that we’ve been able to do this and produce some genuinely funny content.” Peyton Manning receives an encore role from last August’s videos, while his brother and Watt replace Panthers QB Cam Newton. Mitchell said that the company will promote the campaign for the next month.