And Now, an Inspiring Message From Leo Messi

Soccer Star Fronts Gatorade's Latest Ad in Time for UEFA Champions League

Published On
Feb 23, 2016

Editor's Pick

In time for FC Barcelona's UEFA Champions League match earlier this week, Gatorade and TBWA/Chiat/Day L.A. debuted a new campaign starring the team's headliner, Lionel Messi.

In it, he delivers a powerful, inspirational message -- not through his words, but through his actions. Scene after scene show how he refuses to "go down," no matter what the obstacle. A voiceover "translates" his moves into an empowering sermon: "Don't go down, brothers and sisters, don't go down. ...Don't let things on the outside be stronger than what's on the inside because life has more in store for you, if you just stay up."

Lucky for Gatorade, FC Barcelona won its match against Arsenal this week.

The ad broke on February 22 on broadcast and digital in the U.S., Latin America, Europe and India.

"I'm very excited about the message of perseverance in my new Gatorade spot," said Messi in a statement. "I don't know if there's a secret to how I play, it's something I've done since I was little. I always try to continue the play if I'm able to and life is no different. It's important to keep moving forward through good times and through adversity."

"Gatorade believes that athletic performance is driven from the inside, and that Messi and his style of play embody a similar spirit, which is to never to give up and to keep driving forward, both in the game and from a broader perspective," added Head of Gatorade Global Marketing Anuj Bhasin. "We're extremely proud to be aligned with a star like Messi and help spread his inspirational message of toughness and resilience through this new content."


Feb 23, 2016
Brand :
Client :
Agency :
TBWA/Chiat/Day-Los Angeles
Global Brand Strategy Director :
Anuj Bhasin
Global Brand Activation Senior Manager :
Laura Barnett
Global Marketing Manager :
Oliver Schrickel
Executive Creative Director/Production :
Brent Anderson
Worldwide Creative Director :
Renato Fernandez
Creative Director :
Mark Peters
Director, Production :
Brian O'Rourke
Executive Producer :
Guia Iacomin
Senior Producer :
Chris Spencer
Managing Director :
Jerico Cabaysa
Global Brand Director :
David McKenzie
Global Brand Manager :
Gabi Marino
Group Planning Director :
Scott MacMaster
Global Planning Director :
Martin Ramos
Senior Business Affairs :
Laura Drabkin
Senior Traffic Operations :
Judy Brill
Production Company :
Imperial Woodpecker
Director :
Stuart McIntyre
Executive Producer :
Doug Halbert
Executive Producer :
Charlie Cocuzza
Executive Producer :
Matt Wersinger
Editorial :
The Whitehouse Post
Editor :
Charlie Harvey
Assistant Editor :
Devon Bradbury
Producer :
Jonlyn Williams
Visual Effects :
The Mill
2D Lead Artist :
Bill Higgins
2D Artist :
Tara DeMarco
2D Artist :
Krysten Richardson
Matte Painter :
Andy Wheater
Massive :
Matt Longwell
Executive Producer :
Enca Kaul
Producer :
Ben Sposato
Production Coordinator :
Pat DeVaney
Color :
The Mill
Colorist :
Adam Scott
Executive Producer :
Thatcher Peterson
Music :
Barking Owl
Original Music :
Barking Owl
Creative Director :
Kelly Bayett
Producer :
KC Dossett
Sound Design :
Sound Designer :
Gus Koven
Producer :
Kristina Iwankiw
Audio Mix :
Mixer :
John Bolen
Second Mixer :
Hermann Thumann
Executive Producer :
Lauren Cascio

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