GLOBAL UNITED STATES, AUGUST 28, 2013 – TBWA\Chiat\Day and newly formed branded entertainment property Gatorade Productions has teamed up to produce RGIII: The Will to Win, a one-hour documentary of Washington Redskins quarterback Robert Griffin III, showing tonight 7pm EST on ESPN.
‘The Will to Win’ is the true-to-life story of Griffin, also known as RG3. The film puts the spotlight on the motivations that fuel an athlete’s will to win, reflecting Gatorade’s brand belief that athletic performance is driven from the inside.
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The Redskins player was injured in a defensive play in December, which another player, twisting it in the process, hit his right knee. He faced a reconstructive knee surgery during his offseason, and vowed to begin the 2013 NFL season even stronger than before. As he stated on the promotional video of the show: “This film should be more about my heart than it is about my knee, it’s not a comeback story, how can you come back if you were never gone?”
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Brent Anderson, global group creative director said, "Gatorade’s brand is founded on the belief that athletic performance is driven from the inside. This documentary becomes a way to showcase that belief in a deeply human and relevant way."
“There isn’t a more relevant story to launch Gatorade’s branded entertainment entity than one that explores the motivations that fuel an athlete’s will to win,” added John Figone, associate creative director of TBWA\Chiat\Day.
"Sometimes your dreams try to run away from you. In those moments, you have to get up and run after them,” commented Pierce Thiot, creator and art director of TBWA\Chiat\Day.
“It’s a story about how seemingly big obstacles actually have very little chance when faced with drive and determination,” added Scott Cleveland, creator and copywriter of TBWA\Chiat\Day.
