An emotional Gatorade commercial narrated by music megastar Beyoncé pays tribute to brand ambassador Serena Williams as she starts her final Grand Slam at the 2022 US Open.
The PepsiCo owned sports drink spot, titled ‘Love Means Everything’, celebrated Williams’ record-breaking tennis career on the eve of the tournament and highlights he she started a movement based around loving what you do.
Narrated by Beyoncé, a personal friend of the athlete, the commercial was created by agency TBWA\Chiat\Day and helmed by Director Jake Nava.
Launched during the MTV Music Video Awards (VMAS) on 28 August, 24 hours ahead of the tart of the 2022 US Open (which runs from 29 August to 11 September), the film features the 23-time Grand Slam winner’s legacy: including footage from her first matches and personal moments of her with her daughter Olympia. The spot seeks to showcase how the Gatorade athlete endorser has inspired a generation of young athletes to follow her goals and love each other as they are.
Gatorade’s campaign revolves around the idea that “Serena started a movement: realizing that you can do anything when you love what makes you you.”
“When the world writes her story, we will start where she started. In love,” states the singer. “A love that started a movement. A movement to always love you as you are. To be so in love with your identity that your essence cannot be contained.”
Set to a track by Heavy Duty Projects, the spot also urges viewers to ‘shop Serena’s GX collaboration bottle at https://www.gatorade.com/gear/gx-bott…
As well as being backed by a set of social content, Gatorade also changed its familiar brand logo from a ‘G’ to an ‘S’ in honour of the tennis legend.
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Gatorade is just one of several brands to pay tribute to the player since she announced her attention to wind up her professional tennis career earlier in the summer (to ‘evolve’ rather than ‘retire’ her tennis).
Other recent stand-out athlete ambassador activations focusing on Williams include’s Nike’s AI ‘Never Done Evolving’.
In fact, all of the companies which she endorsers will all be pleased to have a chance to continue to air their tribute creatives after Williams won her 30 August opening game against Danka Kovini.
This athlete ambassador specific campaign follows hot on the heels of Gatorade’s umbrella ‘All For Fun’ integrated brand marketing push aimed at reminding fan and players alike that fun still sits at the heart of sport.
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