Young athletes face comments from doubters about their chances in sport in a powerful new series of social media films from Powerade. Each shows one person facing a different kind of negative message from an adult, whether about their sexuality (seen here), injuries, lack of funding, ability, gender, physical attributes or a parent's expectations.
Created by Wieden & Kennedy Portland and directed by Derek Cianfrance at @Radical Media, the spots were cast using real athletes rather than trained actors, for extra authenticity. For example, Gabby Ferrel,a defensive lineman for the NY Sharks in the IWFL (Independent Women's Football League), appears in the spot focused on gender, where a patronizing coach tells her: "Realisticaly, sweetie, I just don't think it's going to happen." The tagline for all the 30 second spots is "Power Through," the message being to ignore the naysayers and become all the more determined to succeed.