Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Ready, Set, Slingshot

Published on .

Powerade "Change Venue"
"Sport is what you make it," according to a new Powerade campaign from Wieden + Kennedy/Portland directed by Biscuit's Noam Murro. Showing three ridiculous but athletic competitions-- a human slingshot aimed at football goalposts, a Big Wheels drag race and an endurance test of hand-standing treadmill "runners" in a boxing ring-- the spots make all look like legitimate sport with fans, customized gear, functionally appropriate (if obviously adopted) venue and naturally, the blue sport drink. (MS)
Most Popular
In this article: