Gatorade Turns Sweat Into Art In Campaign Starring Lionel Messi and Gabriel Jesus

Gatorade rolled out a new global football campaign, fronted by player ambassadors Lionel Messi and Gabriel Jesus, revolving around perspiration and titled ‘Make Them Sweat’


The initiative, created in collaboration with agency TBWA\Chiat\Day, runs under PepsiCo’s official UEFA partnership and leveraged the quarter finals of the UEFA Champions League.


Gatorade leverages its status as the official sports drink of UEFA and showcases the skills of Barcelona and Argentina attacker Messi and Manchester City Brazilian striker Jesus and a squad of male and female player endorsers.


The campaign is spearheaded by a 90-second hero spot, called ‘Sweat Chain’ which features a series of scenes and images illustrating the extent to which fierce competition makes footballers (and their coaches) sweat.



Initially launched online on 8 April, the lead spot will air on TV in several markets in Europe and Latin America.


The supporting content is linked through the campaign’s #MakeThemSweat hashtag and includes player specific cut down videos focusing on Messi



and Jesus,



as well as a Sweat Machine,



and a ‘Making Of’ video.



The work was honed by creative duo Ariel Abramovici and Bruno Acanfora and the film was helmed by Aaron Stoller through Biscuit Filmworks.


Other campaign strands include illustrated visuals by Brooklyn-based Colombian artist Diego Patiño.


VMLY&R handled digital and OMD media.


“This campaign brings a lighthearted tone to a common motivator of the world’s best athletes: make your opponents sweat,” said Gatorade general manager Emiliano Di Vincenzo.


“We know no matter the sport or playing field, the best athletes are the ones putting in the work and performing at their best, while their competition chases and sweats to keep up.”




Powerful and inspiring, with a touch of real grit, this work follows in the footsteps of some of Gatorade’s other Messi fronted marketing such as its brilliant ‘Heart Of A Leo’ Russia 2018 World Cup mini bio movie,



and the ‘Messi v Suarez’ spot,



while in the UK Gatorade’s ‘Nothing Beats’ spot in October 2018.



Gatorade UK also recently signed up as the official sports nutrition partner of Manchester City Women’s team,



in addition to its other existing team partnerships (such as with Liverpool FC).















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