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A new commercial campaign from Gatorade agency TBWA\Chiat\Day touts a newly reformulated version of Gatorade Tiger with an animated youthful Tiger Woods.
Gatorade Tiger Focus has a new formulation with theanine, which is found naturally in tea, and when combined with advanced hydration and carbohydrates, helps people stay mentally focused. The new product has half the calories of traditional Gatorade Thirst Quencher and 25 percent more electrolytes as well as the added nutrition benefit of a good source (10% Daily Value) of vitamin E.
The spots are executed in Disney-style animation, a la Jungle Book. The wise Grizzly bear, Colonel, who is actually based on Tiger's own father, Earl, is voiced by Samuel L. Jackson.
The below commercial stills are high res, click on them to enlarge and see the animation in detail:
The spots feature original music composed by Boosty Collins of Parliament Funkadelic fame, and includes voiceovers by Tiger's swing coach Hank Haney and caddie Steve Williams.
Despite being lambasted by the Chicago Sun Times, Robert Littal's BSO (Black Sports Online) is a fan and I believe there are many more to come. You can decide for yourselves.
Here are the other 2 spots in the campaign which have not yet aired:
Behind the scenes:
Credits go to TBWA\Chiat\Day: ECD Rob Schwartz, group cd/copywriter Jimmy Smith, group cd/art director Jerry Gentile and associate cd/copywriter Robin Fitzgerald.
This campaign is only one part of a large creative marketing effort for Gatorade by TBWA Chiat/Day. Be sure to check out Mission G as well as the main Gatorade site.
High res stills, embeds and header art are all courtesy of On The Scene and Gatorade.