Messi And Donnovan Dance To Bibbidi Bobbidi Boo In Gatorade Spot

Gatorade and Lew’Lara\TBWA decided to focus all their attention on soccer and to reveal the secrets of this mysterious sport through a campaign dubbed “Unreal is made of real sweat”. It was created by the Brazilian agency for Gatorade, the world’s most famous sports drink, for the global market, which includes Brazil, the U.S., Mexico and Costa Rica, in addition to several other countries across Latin America and the Asia-Pacific region.

Instead of showing goals and celebrations, like so many soccer-themed campaigns do, Lew’Lara\TBWA decided to capture what’s behind these magical moments experienced by players and fans.

“Gatorade believes that superior performance is the result of the relentless dedication of athletes during each of their countless training sessions, day after day. And that’s what we want to portray in this campaign – that the magic, the unreal, doesn’t happen by chance, but rather because there’s a great deal of preparation leading up to that one second which can decide an entire match. And that’s precisely where Gatorade comes in: by fueling athletes so they can perform their magic”, describes Tiago Pinto, Gatorade’s marketing director.

The first film features powerful scenes of the athletes’ unrelenting physical efforts over several days of training, combined with the famous soundtrack of the Disney masterpiece Cinderella. The song, which avoids the clichés commonly associated with sports commercials, was remixed by renowned American musical producer David Banner, who has worked with artists including Snoop Dogg, Lil Wayne, Usher and Chris Brown.

Credits

Agency: Lew’Lara\TBWA

Client: Gatorade

Chief Creative Officer: Manir Fadel

Executive Creative Director: Felipe Luchi

Creative Director: Cesar Herszkowicz

Copywriter: Gustavo Diehl

Art Director: André Kirkelis

Executive Creative Director (TBWA\Chiat\Day): Brent Anderson

Global Creative Director (TBWA\Chiat\Day) Jayanta Jenkins

Executive Producer (TBWA\Chiat\Day): Sarah Patterson

Producer (TBWA\Chiat\Day): Lacy Plunk

Assistant Producer ((TBWA\Chiat\Day): Garrison Askew

Executive Producer: Luzia Oliveira

Group Account Director: Valentina Ursini

Account Supervisor: Gabriela Marino

Brazil Sports Brand Project Manager: Anna-Victoria Davies

Global Managing Director (TBWA\Chiat\Day): Peter Ravailhe

Group Account Director (TBWA\Chiat\Day): Blake Crosbie

Global Management Supervisor (TBWA\Chiat\Day): Chris Crockett

Global Account Supervisor (TBWA\Chiat\Day):  Catherine Fishback

Assistant Account Executive (TBWA\Chiat\Day):  Michael Seide

Head of Planning: Renata d’Ávila

Planning Director: Rafaela Badaró

Planning Supervisor: Rodolfo Carvalho

Group Planning Director (TBWA\Chiat\Day): Scott MacMaster

Planning Director (TBWA\Chiat\Day): Martin Ramos

Media VP: Luiz Ritton

Media Director: Thiago Ferraz

Media Supervisor: Mariana Oliboni

Media Coordenator: Frederico Lopes

Director of Business Affairs: Linda Daubson

Senior Business Affairs Manager: KK Davis

Senior Business Affairs Manager: Laura Drabkin

Talent Payment Manager: Mirielle Smith

Traffic Manager: Jerry Neill

Production Company: Caviar London/Los Angeles

Director: Arnaud Uyttenhove

Executive Producer (LA): Jasper Thomlinson

Executive Producer (London): Louise Gagen

Producer (London): Dougal Meese

Producer (LA): Dave Bernstein

Editorial: Lost Planet

Executive Producer: Gary Ward

Producer: Tim Kirkpatrick

Editor: Max Koepke

Assistant Editor: Federico Brusilovsky

Post VFX/Animation: The Mill

VFX EP - Sue Troyan, Jo Arghiris

Design EP – Kim Wildenburg

VFX Producer: Jessica Ambrose

Production Coordinator – Jacqueline Sand

Colorist: Adam Scott

Shoot VFX Supervisor - Andres Eguiguren

2D Lead - Bill Higgins

2D Artists - Jale Parsons, Robert Murdock, Daniel Raschko, Patrick Heinen, James Allen

3D Artists - Matt Longwell, Blake Sullivan, Alaina Hower, Thom Price,         Lu Meng-Yang

Designer / Animators - Ashley Becerra, Eddie Moreno, Jamal Otolorin,   Ben Hurand

Music: MEGA, Inc.                                      

“Bibbidi-Bobbidi-Boo – from Disney’s Cinderella ” remixed by the team of David Banner and John Debney, courtesy of Walt Disney Records

Behind The Magic – JP Williams, Pizzolini Entertainment

Sound Design & Final Mix: LIME Studios

Mixers: Rohan Young, Loren Sibler, Joel Waters

Executive Producer: Jessica Locke