SAO PAOLO, BRAZIL — Springtime launches its second campaign for Gatorade, following the Cannes Lions-winning “Gatorade Match Saver.” For the first time, Gatorade dares to showcase a real insight: its bottles are often refilled with water. Many people only drink water when exercising, and this spot invites viewers to rethink how they hydrate during sports.
Directed by Nicolás Pérez Veiga and produced by Primo, the ad was shot on 35mm film and features original music by Kiss, “I Was Made for Lovin’ You.”
As the iconic song plays, various individuals are shown drinking water during their running, yoga, spinning, dance, cycling, gym, functional training, and futvoley sessions. As the intensity builds, their performance declines, with some athletes screaming in sync with the song’s lyrics, unable to perform at their best. Under the tagline, “We won’t tell you not to drink water. Your body might,” Gatorade Zero Sugar presents a solution with electrolytes and vitamins B3 and B6 to …