Gatorade: Gatorade

Credits & Description:

Brand GATORADE
Entrant TBWA\CHIAT\DAY LOS ANGELES USA
TBWA\CHIAT\DAY LOS ANGELES USA Entrant Company
TBWA\CHIAT\DAY LOS ANGELES USA Idea Creation
TOOL Los Angeles, USA Production
WHITEHOUSE POST Santa Monica, USA Production
CARBON VFX Santa Monica, USA Production
PIVOT AUDIO Amsterdam, The Netherlands Production
LIME STUDIOS Santa Monica, USA Production
FLEISHMANHILLARD Chicago, USA PR
OMD USA Chicago, USA Media Placement
Renato Fernandez TBWA\Chiat\Day LA Chief Creative Officer
Mark Peters TBWA\Chiat\Day LA Creative Director
Kirsten Rutherford TBWA\Chiat\Day LA Sr. Copywriter
Stephanie Johnson TBWA\Chiat\Day LA Art Director
Paula Henzel TBWA\Chiat\Day LA Copywriter
Guia Iacomin TBWA\Chiat\Day LA Executive Producer
Ian Mitchell TBWA\Chiat\Day LA Producer
Jerico Dig Cabaysa TBWA\Chiat\Day LA Managing Director
Robyn Morris TBWA\Chiat\Day LA Brand Director
Brittany Luhrsen TBWA\Chiat\Day LA Brand Manager
Erin Moffett TBWA\Chiat\Day LA Associate Brand Manager
Scott MacMaster TBWA\Chiat\Day LA Group Planning Director
Martin Ramos TBWA\Chiat\Day LA Global Planning Director
Abigail Weintraub TBWA\Chiat\Day LA Planning Director
Alice Pavlisko TBWA\Chiat\Day LA Executive Project Manager
Robin Rossi TBWA\Chiat\Day LA Director of Business Affairs
Tana Prosper TBWA\Chiat\Day LA Business Affairs Manager
Kevin Castro TBWA\Chiat\Day LA Talent Payment Coordinator
Jaci Judelson TOOL Director
Oliver Fuselier TOOL Managing Partner / Executive Producer
Dustin Callif TOOL Managing Partner / Executive Producer
Danny Hiele TOOL Director of Photography
Brad Johns TOOL Executive Producer
Brad English TOOL Producer
Chris Murphy Whitehouse Editor
Joanna Manning Whitehouse Producer
Jennifer Mersis Whitehouse Producer
Pete Mayor Carbon 2D VFX Artist
John Price Carbon 2D VFX Artists
Mat Stevens Carbon 3D Artist
Tammie Smalls Carbon Producer
Matthew McManus Carbon Executive Producer
Aubrey Woodiwiss Carbon Colorist
Briana Brackett Carbon Producer
Neil Devlin Pivot Audio Executive Producer
Jonas Holst Pivot Audio Executive Producer
Guy Amitai Pivot Audio Music Producer
Dana Winter Pivot Audio Vocals
Roma Otto Pivot Audio Arrangement
Lawrence Horne Pivot Audio Sound Designer
Susie Boyajan Lime Executive Producer
Dave Wagg Lime Mixer
Stephen Fredericks Lime Assistant Mixer
Date: November, 2017
Script (English)
This film begins in the hushed space of a nursery. As we hear a familiar voice talk in calming tones to her little girl, we begin to get a sense of who this wee child is. We get glimpses of a tiny baby, from her tiny feet kicking.
VO (Serena Williams): Baby girl, I won’t mind if you play tennis badly. I won’t mind if you choose to never pick up a racquet. But I beg you...in this game of life, please keep playing, no matter what.
We see her big brown eyes looking up at the world outside her crib. Cut the reverse and we see her hands reaching up to a mobile hanging above her crib.
VO: Just like it taught me, sports will teach you to be strong.
We see the baby’s tiny fingers wiggling, then making a fist.
VO: You’ll discover the power and grace of your body.
We see the baby’s legs kick, Her arms stretch out - almost as if stretching for a ball on the field.
VO: You’ll learn to move, and you’ll learn the way to move others.
The moments between mother and child start to match cut with moments of girls not only empowered as they play sports, but in life beyond. The baby gazes curiously into her mother’s eyes. The mother gently claps the baby’s hands together in a “patty-cake” like moment. We match cut to a soccer goalkeeper clapping her hands together as she organizes her defense in the penalty box on a corner kick.
VO: Sports will teach you the strength of your allies.
The mother brings her baby in closer into her embrace. We match cut to a volleyball team wrapping their arms around one another in a pre-game huddle.
VO: Whether your bond is by blood or by ball. Whether she shares the color of your skin or the color of your jersey. You’ll find your sisters in sweat.
We cut back to the mother gently rubbing her daughter’s back as she holds her.
We cut to a track relay runner consoling her teammate after an unsuccessful race.
We see the tiny hand of the baby wrap around the mother’s finger. We match cut to two teammates on a lacrosse team slapping five after scoring a goal. Cut to 2 basketball players celebrating with a secret handshake. One of the soccer players scores a goal and slides on her knees in celebration. Her teammates run towards her. We cut to another portrait shot of the beautiful baby’s face.
VO: Sometimes you’ll score goals. Sometimes you won’t. But the goals you set, you’ll reach together.
We cut to a vignette of photos of 6 successful women who played sports when they were young. A super with their name appears in the lower third. We cut back to mother and baby and cut wide and see for the first time that this is Serena with
her baby. She holds her baby and looks strongly to camera.
VO: You’ll find the courage to stand tall, work harder and speak louder on whatever playing field you choose in life.
We cut to Serena's face.
VO: So keep playing, my girL… KEEP PLAYING.
SUPER: The lessons learned in sports will help you win beyond the field. Keep playing.
SUPER: G LOGO #SistersInSweat
Entry Summary
Girls drop out of sports at 1.5 times the rate of boys by age 14. Yet those who stay in the game are healthier, happier and more successful later in life. Gatorade wanted to shed light on this problem and show girls that staying in sports throughout their teenage years has long-term, personal benefits that go far beyond the game.
Brief Explanation
World champion tennis player and new mother Serena Williams offers advice from the heart. The wisdom that she gives to her newborn daughter, Olympia, becomes a message for all girls. It doesn’t matter if they’ll never go pro. The lessons they learn from sports will help them win beyond the field. So…keep playing.