Work: Gatorade

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Omnicom Group's DDB Worldwide, Hong Kong, is behind Gatorade's first-ever global TV campaign, breaking this month, after DDB offices in Hong Kong, Madrid, Rio and Mexico City pitched against each other for the assignment. "UV-Lab Rats" compares two men competing on a treadmill, one replenishing his strength with Gatorade and the loser with plain water. In "Uphill Struggle," athletes struggle to maintain their strength, symbolized by a runner who feels the weight of a parachute slowing him down before drinking a Gatorade. Art director: Jeffrey Gamble, Copywriter: Mal Costain.
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