Gatorade is in a pretty tough position, what with its main competitor as the inorganic compound that makes up 71% of Earth and 60% of the human body.
The brand’s new long-form spot takes a shot anyway, with vignettes of people exerting—and then failing—after hydrating with water. They’ve got a point: sustainable hydration comes down to electrolytes and vitamins.
Shot in 35mm, the campaign by Springtime will hit Latin American markets. It’s a refreshing disruption to Big Water propaganda.
