GLOBAL – December 26, 2013 – While most people let go of their exercise routines for the holiday, winning athletes know better. As the Gatorade spot by TBWA\Chiat\Day shows, dedication, persistence, and repetition is what it takes to win.
"Cadence" features Dwyane Wade, Serena Williams, Derek Jeter and Robert Griffin III, showcasing the hours and relentless practice they put in prior to competing.
Brent Anderson, Global Group Creative Director, said the spot will break on the BCS bowl games in early January. "At a moment when the world is setting goals for the new year, we thought it’d be good to show the work and effort that goes into any athletic success, whether professional or everyday athlete," Anderson said.
"We wanted to create a mantra for Gatorade that celebrates the time and effort spent by athletes, both amateur and professional, in all corners of the globe to prepare for when it actually matters. Hard Work, became that mantra and is a celebration and an acknowledgement of that effort," said Driscoll Reid, ACD/Writer.
Meanwhile, CCO John Norman said, "The US Army Airborne cadence "Hard Work," was an perfect find and like all good music, adds another layer to the concept of the film."
The spot was helmed by directing team Josh Melnick and Xander Charity from @Radical (Josh & Xander).
"This spot is an anthemic piece about the hard work that leads up to stepping on the field or court. It’s a story about the building blocks of becoming a great athlete. There’s a rhythm and camaraderie in training that all athletes share," said Chris Hutchinson, ACD/Art Director.
“Cadence” TVC
Credits
Agency: TBWA\Chiat\Day
Client: Gatorade
Chief Creative Officer: John Norman
Global Group Creative Director: Brent Anderson
Global Creative Director: Jayanta Jenkins
Associate Creative Director: Chris Hutchinson
Associate Creative Director: Driscoll Reid
Art Director: Pierce Thiot
Copy Writer: Scott Cleveland
Executive Producer: Sarah Patterson
Senior Producer: Katie Lambrecht
Assistant Producer: Garrison Askew
Executive Project Manager: Karen Thomas
Group Account Director: Blake Crosbie
Management Supervisor: Magdalena Huber / Chris Crockett
Account Supervisor: Kyle Webster / Catherine Fishback
Account Executive: Robyn Baker
Sports Marketing: Lexi Vonderlieth
Sports Marketing: Brynn Cameron
Group Planning Director: Scott MacMaster
Global Planning Director: Martin Ramos
Planner: Rebecca Harris
Junior Planner: Katie Acosta
Junior Planner: Matt Bataclan
Director of Business Affairs: Linda Daubson
Senior Business Affairs Manager: KK Davis
Talent Payment Manager: Vanessa Aniles
Traffic Manager: Jerry Neill
Production Company: @Radical
Directors: Josh & Xander
President: Frank Sherma
Executive Producer: Jim Bouvet
Producer: Rob Stark
Head of Production: Cathy Dunn
Editorial: Rock Paper Scissors
Executive Producer: Carol Weaver
Producer: Marquerite Olivelle
Editor: David Brodie
Asst. Editor: Dustin LaForce
Post EFX: The Mill
Executive Producer: Sue Troyan
Producer: Dan Roberts
Production Coordinator: Antonio Hardy
Telecine Producer: LaRue Anderson
Colorist: Adam Scott
Flame Artist: Adam Lambert / Robert Murdock
Matte Painting: Andy Wheater / Thomas Price
3D Artist: Martin Rivera
Sound Design: Stimmung
Producer: Kristina Iwankiw
Sound Designer: Gus Koven
