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TBWA's Christmas Day Gatorade Spot

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Sports stars feature in ad that celebrates dedication

TBWA's Christmas Day Gatorade Spot

TBWA\Chiat\Day's latest spot for Gatorade broke on Christmas day. 

Whether you're a professional or an everyday athlete, "Cadence" celebrates the dedication, persistence and repetition of athletes around the world who all know what it takes to win.  Featuring Dwyane Wade, Serena Williams, Derek Jeter and Robert Griffin III, Gatorade celebrates a day-in-the-life of athletes by showcasing the hours and relentless practice they all put in prior to competing. #WINFROMWITHIN


The spot was helmed by directing team Josh Melnick and Xander Charity from @Radical (Josh & Xander).

"We wanted to create a mantra for Gatorade that celebrates the time and effort spent by athletes, both amateur and professional, in all corners of the globe to prepare for when it actually matters. Hard Work, became that mantra and is a celebration and an acknowledgement of that effort," said Driscoll Reid, TBWA ACD/Writer.

Global Group Creative Director, Brent Anderson, added: "This will break on the BCS bowl games in early January. At a moment when the world is setting goals for the new year, we thought it'd be good to show the work and effort that goes into any athletic success, whether professional or everyday athlete."


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: Chris Hutchinson
Associate Creative Director: Driscoll Reid
Art Director: Pierce Thiot
Copy Writer: Scott Cleveland

Executive Producer: Sarah Patterson
Senior Producer: Katie Lambrecht
Assistant Producer: Garrison Askew
Executive Project Manager: Karen Thomas

Group Account Director: Blake Crosbie
Management Supervisor: Magdalena Huber / Chris Crockett
Account Supervisor: Kyle Webster / Catherine Fishback
Account Executive: Robyn Baker
Sports Marketing: Lexi Vonderlieth
Sports Marketing: Brynn Cameron

Group Planning Director: Scott MacMaster
Global 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: @Radical
Directors: Josh & Xander
President: Frank Sherma
Executive Producer: Jim Bouvet
Producer: Rob Stark
Head of Production: Cathy Dunn

Editorial: Rock Paper Scissors
Executive Producer: Carol Weaver
Producer: Marquerite Olivelle
Editor: David Brodie
Asst. Editor: Dustin LaForce

Post EFX: The Mill
Executive Producer: Sue Troyan
Producer: Dan Roberts
Production Coordinator: Antonio Hardy
Telecine Producer: LaRue Anderson
Colorist: Adam Scott
Flame Artist: Adam Lambert / Robert Murdock
Matte Painting: Andy Wheater / Thomas Price
3D Artist: Martin Rivera 

Sound Design: Stimmung
Producer: Kristina Iwankiw
Sound Designer: Gus Koven

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TBWA\Chiat\Day, Mon, 30 Dec 2013 11:05:19 GMT