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TBWA\Chiat\Day Relays Gatorade History


'The Lightning Bolt' tells how the drink has become part of many celebrated sport moments

TBWA\Chiat\Day Relays Gatorade History


'The Lightning Bolt' is the story of how Gatorade was born in a University of Florida lab in 1965 and evolved to become part of many of history's most celebrated sport moments. From the very first bottle of Gatorade that came out of the lab, we are taken on a journey and travel through time visiting some of the most iconic athletes in sports history.
The spot was directed by Cannes-Grand-Prix-winning director Matthijs Van Heijningen. Matthijs worked with the agency creatives and The Mill (LA) to organically and seamlessly weave Gatorade visually into many of the iconic moments that the brand helped to define.
The music track (Path of the Lightning Bolt) is performed by emerging sensation Jake Bugg who kicks off his first US tour beginning in April 2013.
Brent Anderson, Global Group Creative Director, said: "Gatorade is one of those few (and fortunate) brands that hasve a true inventor. Gatorade was not some board-room concoction to gain market share. Its was born out of a real need to help athletes on the field. This story is all about showing how the purity of that intention in 1965 that has benefited the sports world for over 40 years since." 
Agency: TBWA\Chiat\Day
Client: Gatorade
Chief Creative Officer: John Norman
Global Group Creative Director: Brent Anderson
Global Creative Director: Jayanta Jenkins
Associate Creative Director: Renato Fernandez
Associate Creative Director: Guto Araki
Associate Creative Director: Gustavo Sarkis
Executive Producer: Sarah Patterson
Producer: Katie Lambrecht
Music Supervisor: Michael Gross
Assistant Producer: Garrison Askew
Executive Project Manager: Karen Thomas
Managing Director: Nick Drake
Group Account Director: Blake Crosbie
Global Account Director: Caroline Britt
Management Supervisor: Magdalena Huber
Global Management Supervisor: Chris Crockett
Account Supervisor: Kyle Webster
Global Account Supervisor: Catherine Fishback
Account Executive: Robyn Baker
Sports Marketing: Lexi Vonderlieth
Sports Marketing: Brynn Cameron
Group Planning Director: Scott MacMaster
Planning Director: Martin Ramos
Planner: Rebecca Harris
Junior Planner: Katie Acosta
Junior Planner: Matt Bataclan
Director of Business Affairs: Linda Daubson
Senior Business Affairs Manager: KK Davis
Talent Payment Manager: Vanessa Aniles
Traffic Manager: Jerry Neill
Production Company: MJZ
Director: Matthijs Van Heijningen
President: David Zander
Executive Producer: Scott Howard
Head of Production: Janet Nowosad
Producer: Betsy Oliver
Editorial: Union Editorial
Executive Producer: Megan Dahlman / Michael Raimondi
Senior Producer: Lynn Luckoff
Editor: Jono Griffith
Assistant Editor: Lola Popovac / Josh Kirchmer
Visual Effects: The Mill
FVX Deputy Head of Production: Enca Kaul
VFX Producer: Will Lemmon
VFX Production Coordinator: Ben Sposato
VFX Lead Artist: Bill Higgins
Colorist: Adam Scott
Stock Research: Susan Nickerson
Executive Producer: Susan Nickerson
Producer: Chris Lutz
Sound Design: Barking Owl
Sound Mix: Eleven Sound
Mixer: Jeff Payne
Producer: Caroline O’Sullivan
Music Licensing House: MEGA (Marketing Entertainment Group of America)
Chairman and CEO: Danny Socolof
Director: Madeline Adami
“Lightning Bolt” Music & Lyrics
Artist & Songwriter: Jake Bugg
view more - Creative
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Genres: Storytelling

Categories: Soft Drinks, Energy Drinks

TBWA Worldwide, Tue, 12 Mar 2013 09:34:53 GMT