Gatorade celebrates the universality of sweat in Isla’s latest campaign for Latin America

Sportsmen and women who exude sweat do so because it is how your body basically cools itself. It doesn’t matter if you’re pro or new to sports, sweat doesn’t spare. In fact, it is scientifically necessary during your physical activities. Through your pores, you release salt, sugar and other chemicals that your body needs as part of its extraordinary cooling system. In Gatorade’s new “Todos Sudamos” ad for Latin America, the original thirst quencher urges people to keep sweating no matter what. That’s whether you’re at your local soccer match, playing tennis as if your life depended on it, at your chiropractor’s, boxing at an amateur level, coming to the office to work as an accountant, or even imagining you’re shooting hoops at the big game instead of your home court. “Connecting with athletes and offering a portfolio of products that help them keep sweating is the main pillar of the brand,” said Gonzalo Chigó, marketing director for Gatorade Latin America, and Álvaro Ascenzo, regional marketing manager for the brand. A female voiceover states the facts: “Sweat doesn’t mind if you don’t have the best spot to get changed. If you have sponsors or not. If you get paid millions, or if you have to pay to play.” The two-minute spot, created by Isla Buenos Aires, showcases a variety of individuals in amateur sports, all giving their best. It reinforces the notion that hard work and maximum effort are integral parts of the process of achieving personal goals. Ad Age Young Creatives “The idea was born from a very simple observation about sweat,” said Rodrigo Greco and Mariano Gamba, executive creative directors at Isla. “Sweat doesn’t care if you play as a pro or not. Because you’re going to sweat just the same, and you’re going to need to recover just like the best in the world. And that’s where the brand that knows the most about hydration gives you everything you need to keep sweating and reach your goals.” “To sweat every court is sweatable,” our narrator states. “¿Sweatable existe?” asks a man in Spanish, ready to shoot a ball. “Well, it is now,” she replies. The new regional campaign was directed by Nico Perez Veiga and produced by Primo. It will be included in a series of releases in Mexico, Brazil, Argentina, Colombia and other key countries in the region. The new campaign follows an evocative three-minute spot created by Isla last May that connected exercise and mental health.

Gatorade celebrates the universality of sweat in Isla’s latest campaign for Latin America

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