Vitaminwater had Shaquille O'Neal in Super Bowl XLII ("Jockey"), but this 30-second spot by Omnicom's Element 79, Chicago, featured Derek Jeter introducing Gatorade's then-new product G2. The spot was Gatorade's first Super Bowl ad since 2003 ("23 vs. 39"), and G2 went on to be one of the most successful new beverage brands of the year, with sales in 2008 of $159 million.
But Element 79, which was founded primarily to service Gatorade and other Pepsi-owned brands in 2001 and long thrived in that role, lost the acount to TBWA/Chiat/Day later in 2008 and was folded into DDB in 2012.
Creative: Jonathan Flannery, Doug Behm. Producer: Tom Cronin. Copywriter: Jason Weinberger. Art director: Matt Kubis. Editor: Alex Hagon.
BRAND: Gatorade
YEAR: 2008
AGENCY: Element 79
SUPERBOWL: XLII
QUARTER AIRED: Q4
