Gatorade tackles its top rival—water—in Latin America campaign

Questioning the value of water to human hydration is pretty audacious, but Gatorade does it anyway in a great-looking campaign rolling out now in Latin America. A long-form spot titled “Gatorade vs. Water” taps into a product and category truth: that many, many people choose to hydrate with water while working out, sometimes even refilling their old Gatorade bottles with it. But by the end, the spot questions that approach—suggesting Gatorade Zero Sugar offers electrolytes and vitamins B3 and B6 to support better hydration and metabolism. The spot was made by agency Springtime and directed by Nicolás Pérez Veiga of Primo. Also read: Gatorade celebrates the universality of sweat in campaign for Latin America “The brief made it clear that water is Gatorade’s main competitor—not just because the brief said so, but because every day, we see people training with water bottles—even Gatorade bottles refilled with water—in gyms,” said Patricio Elfi and Santiago Luna Lupo, co-chief creative officers of Springtime. “The challenge wasn’t to go against water, but to show in a powerful and humorous way that sometimes your body needs something else.” Pérez Veiga said he shot on 35mm “to portray the story in a raw, gritty, and realistic way. The film gives it a timeless, rugged beauty that’s hard to describe but connects with the audience in a less overtly commercial way.” The campaign starts in Brazil and will expand across Latin America. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Gatorade tackles its top rival—water—in Latin America campaign

Featured Stories