REPLAY by TBWA\Chiat\Day Los Angeles for Gatorade

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Industry Soft Drinks
Media Print, Magazine & Newspaper
Market United States
Agency TBWA\Chiat\Day Los Angeles
Producer Johanna Woollcott, Holli Hanley
Released April 2009

Credits & Description

Category: Best Digitally Led Integrated Campaign
Advertiser: GATORADE
Product/Service: GATORADE
Date of First Appearance: Apr 26 2009 12:00AM
Entrant Company: TBWA\CHIAT\DAY LA, USA
Entry URL:
Global Director of Media Arts / Executive Producer: Lee Clow (TBWA \ Chiat \ Day)
Chief Creative Officer: Rob Schwartz (TBWA \ Chiat \ Day)
Group Creative Director / Executive Producer: Jimmy Smith (TBWA \ Chiat \ Day)
Associate Creative Director / Copywriter / Creator: Brent Anderson (TBWA \ Chiat \ Day)
Associate Creative Director / Copywriter / Creator: Steve Howard (TBWA \ Chiat \ Day)
Senior Producer (Series & Event): Brian O' Rourke (TBWA \ Chiat \ Day)
Associate Producer: Tim Newfang (TBWA \ Chiat \ Day)
Account Directors: Brynn Bardacke, Andrew Corpman (TBWA \ Chiat \ Day)
Management Supervisor: Amy Farias (TBWA \ Chiat \ Day)
Account Executive: Adam Bersin, Paul Kinsella (TBWA \ Chiat \ Day) Network Creators: Donna Lamar, Javier Castillo, Paul Nguyen (TBWA \ Chiat \ Day)
Digital Art Directors: Jeremy Stabile, Eze Blaine, Johnny Walker (TBWA \ Chiat \ Day)
Digital Copywriter: Adam Nowak (TBWA \ Chiat \ Day)
Senior Programme Manager: Chincha Evans (TBWA \ Chiat \ Day)
Senior Digital Producer: Katie Case, Ryan Thomas (TBWA \ Chiat \ Day)
Directors: Kris Belman, Scott Balcerek (Caviar)
Executive Producers: Rosanne Korenberg & Michael Sagol (Caviar)
Director of Photography: Adam Ballachey (Caviar)
Producer: Johanna Woollcott, Holli Hanley (Caviar)
Account Executive: Paul Harvey (Paragon Marketing Group)
Group Planning Director / Senior Planner / Planner: Scott MacMaster, Martin Ramos, Daniel Teng (TBWA \ Chiat \ Day)

English Synopsis
PROBLEM 7 in 10 adults over age 30 don’t exercise regularly. CHALLENGE Reignite the athletic spark among this 30+ age group. SOLUTION Fuel an opportunity every athlete dreams of - a second chance. Gatorade reunited the original players – now mid 30s – to replay a high school football game from 1993 that ended in a 7-7 tie. RESULTS • No traditional TV or print media buy. Generated US$3,415,255 worth of earned media (from just US$225K in online paid media.) • Originally a 5-episode web film, REPLAY is currently a documentary television series broadcast to 90MM households.