In Gatorade's sweet new ad from TBWA/Chiat/Day L.A., top athletes Usain Bolt, Serena Williams, April Ross and Paul George take their training to the max, grunting, frowning and dripping with sweat. Along the way, cute kids who look like mini versions of the pros cheer them on and help to push them to the next level. Turns out the children are the athletes themselves, when they were much younger, and they illustrate the tagline, "The best never lose that love."
Quirky details make the ad especially charming, from Jimmy Durante's "Young at Heart" soundtrack -- to the pipsqueak Usain Bolt who rides atop the runner's training parachute and dances joyfully on the turf as Bolt chugs Gatorade. Rick Famuyiwa of Superprime directed the ad.
The campaign continues online, where visitors can cast votes for which youth athletic charities Gatorade should support.