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." 

 

Credits

 

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