BUENOS ARIES, ARGENTINA – Gatorade is an official sponsor of the UEFA Champions League, and to highlight this, Springtime created its latest campaign for LATAM. Starring Real Madrid and Atlético de Madrid players Vini Jr. and Julián Alvarez, the campaign celebrates all those amateur athletes who wear jerseys with their idols’ names on the back—even if they don’t end up playing like them but look to thrive and progress in every match they play.
“We focused on a simple yet powerful insight that resonates globally: we all wear our idols’ jerseys to perform a little more like Julián or Vini, even if we end up playing more like Pato or Santi,” said Pato Elfi and Santiago Luna Lupo, Co+Founders & CCOs of Springtime.
As the leader in sports hydration, Gatorade aims to inspire all athletes to give their best effort—even if things on the field don’t always go as planned. With a touch of humor, the campaign seeks to connect with amateur athletes and take the pressure off performing like the pros. Because what truly matters is having the courage to play, progress, and never stop trying.
“The main message we want to convey is that Gatorade works just as well for professionals as it does for those of us playing with friends at 10 p.m. on a Tuesday. And we also wanted to blend the epic spirit of the Champions League with a fun and authentic tone to connect with people and motivate them to keep progressing & sparking what’s within” stated Martín Watson, Senior Director of Functional Beverages for PepsiCo Latam.
The campaign, filmed over four days in Madrid, was produced by Rebolución and directed by Watta and Lautaro Furiolo. It will air in LATAM this week. In addition to featuring the iconic original Champions League music, the campaign includes OOH, digital, retail, and activations, with each country adapting it to showcase its own players—for example, Colombia with its idol, Luis Díaz.
CREDITS
GENERAL INFO:
Title: “Fuel of Champions”
Client: PepsiCo
Brand: Gatorade
Air date: March 2025
AGENCY
Agency: Springtime
CO+Founders & Executive Creative Director: Pato Elfi / Santiago Luna Lupo
CO+Founder & Managing Director: Natalia Gamarra
Creative TEAM: Eric Chaulet / Ignacio Perez de Muro /Juan Migliardo / Valentin Acosta
Head of Production: Camila Perez Mollo
Post Producer: Esteban Malvarez
PRODUCTION COMPANY
Production Company: Rebolucion
Director: Watta Fernandez & Lautaro Furiolo
Executive Producer: Chino Fernández
Producer: Hernan Alvarado
Director of Photography: Marcos Hastrup
Head of Post Production: Lali Rodriguez
Post Producer Coordinator: Juliana Sanchez
Editor: Felix Soifer / Juan Pablo Arrieta
Color Correction: Armaleo
Postproduction Company: MyM post
Sound: Porta Studio
Music: UCL Champions ANTHEM
CLIENT:
Martín Watson, Senior Director Functional Beverages LATAM
Gonzalo Chigó, Director Gatorade LATAM
Alvaro Ascenzo, Marketing Manager Gatorade LATAM
Robert Pawson, Director Gatorade IB
David Farragher, Marketing Manager Gatorade IB
Daniel Galvan Duque, Director Gatorade IB
Naseeb Puri, Senior Director Gatorade IB
Vandita Pandey, VP Functional Beverages IB
Umi Patel, VP Gatorade IB
