As the world’s number one sports drink, Gatorade® knows that the best athletes are the ones who put in the time, training and sweat to make their opponents sweat. Today, Gatorade premieres its 2019 international campaign “Make Them Sweat,” which features five-time Ballon d’Or winner and four-time UEFA Champions League winner, Leo Messi, and Manchester City F.C. star forward, Gabriel Jesus. There’s a lot of sweat spilled as the athletes, powered by Gatorade, are seen schooling their competition at every turn, causing anyone – or anything – standing in the way of their greatness to sweat.
“Working on this new commercial with Gatorade was fun. I like the concept behind the ad because my opponents always provide motivation to be the best that you can be,” said Messi. “Gatorade is part of our daily work and helps me to perform better.”
“When I prepare for any match, my goal is always the same: give myself an edge over the competition. Gatorade helps me to refuel and replenish, during even the toughest matches,” said Jesus.
The graphically-embellished campaign drives the #MakeThemSweat message on the pitch and beyond. Fueled by Gatorade, the world’s all-star footballers make their opponents sweat with their trademark footwork and accuracy up and down the pitch. And, it’s not just their opponents sweating – the patches on an opponent’s jersey and the portraits of legends whose records stand in jeopardy are also seen sweating.
The integrated campaign includes the star-powered creative content, as well as introduces a sweaty-suite of highly-visual digital and social assets. Brooklyn, New York-based, Colombian artist Diego Patiño’s illustrations bring a colorful and graphic element to the campaign, with hand-drawn illustrations that will appear across digital channels, and popular football illustrator Dan Leydon’s work is included in a series of social stickers.
“This campaign brings a light-hearted tone to a common motivator of the world’s best athletes: make your opponents sweat,” said Emiliano Di Vincenzo, General Manager, Gatorade International. “Gatorade is proud to fuel and power the world’s best athletes – from the pitch to the court to the track. Gatorade is backed by the sports science research to help athletes improve and maintain their performance. And we know no matter the sport or playing field, the best athletes are the ones putting in the work and performing at their best, while their competition chases and sweats to keep up.”
Athletes lose more than water through sweat and it is essential to replace those losses to perform at their best. Gatorade is the leader in fueling athletic performance and contains fluids, carbs and electrolytes to help athletes rehydrate, replenish and refuel. To better meet athlete needs, Gatorade with the support of the Gatorade Sports Science Institute (GSSI) creates products that are supported by the latest sports science and developed in collaboration with the world’s greatest athletes to provide fuel, fluid and nutrients in all phases of athletic activity.