Gatorade Film REPLAY SEASON 2 by TBWA\Chiat\Day Los Angeles

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REPLAY SEASON 2

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Industry Soft Drinks
Media Film
Market United States
Agency TBWA\Chiat\Day Los Angeles
Director Loren Mendell
Executive Creative Director Ecd- Gerry Graf Gcd- Scott Vitrone
Creative Director Antero Jokinen, Global Creative Director, Creator
Art Director Brent Anderson Designer
Copywriter Steve Howard
Producer Ep, Karen Costello Malave-Svp
Account Supervisor Rema Chandramohan - Management Supervisor
Editor Story Pr, Lead Editor
Production FOX Sports Net
Released July 2010

Credits & Description

Category: Other Screens
Advertiser: GATORADE
Product/Service: SPORTS DRINK
Agency: TBWA\CHIAT\DAY LA
Production Company: FOX SPORTS NET, Los Angeles, USA
Date of First Appearance: Jul 15 2010
Chief Creative Officer: Wwcd: Lee Clow
Executive Creative Director: Gcd/Ep: Jimmy Smith
Creative Director: Creative Director/Creator/Writer: Brent Anderson And Steve Howard
Copywriter: Steve Howard
Art Director: Brent Anderson Designer: Doug Alves
Agency Producer: Ep: Brian O'rourke/Prod: Tim Newfang
Account Supervisor: Management Supervisor: Amy Farias/Account Supervisor: Magdalena Huber
Advertiser's Supervisor: Group Account Director: Mark Hansen
Producer: Svp/Ep: H. Read Jackson/Ep: Laura Mickelson/Producer: Graham Hughes/Prod. Coor.: Brittany Bideaux
Director: Loren Mendell
Editor: Lead Editor/Story Pr: Curtis Roen/Mike Hale/Asst Editor: Aaron Garcia - Web Content: Greg Young
Post Production: Fox Sports Net
Animation: Svp Marketing:chris Hannan/Evp/Ad Sales:kyle Sherman/Vp/Sales/Marketing: Tricia Defossey
Account Manager: Worldwide Communications Director: Jeremy Miller
Planner: Group Planning Dir: Scott Macmaster/Sr: Martin Ramos/Planner: Daniel Teng
Director Of Photography: Jeff Cunningham/Bruce Benedict
Other Credits: Sr. Manager - Sponsor Implementation: Carol Mitch/Researcher: Bill Sudell

English Description
PROBLEM:

Once athletes graduated from high school, their competitive activity declined significantly, as did Gatorade usage and relevance.

CHALLENGE:

Reignite the competitive spark among these athletes, extending Gatorade loyalty beyond their high school years.

INSIGHT:

All athletes have one game or moment they wish they could change. But in sport, there are no second chances. It’s why we both love and hate the finality of sport. So we wondered, what if we could change this truth about sport?

IDEA:

Last year REPLAY brought two 1993 football teams together to replay a 7-7 tie. This year, as a testament to the universal appeal of REPLAY, the platform expanded.

More athletes were given a second chance, as Season 2 restaged an unfinished 1999 Michigan-area high school hockey game, where a star player’s jugular was accidentally slit open by another player’s skate, a tragedy that almost cost him his life. For eight grueling weeks, athletes prepared with training resources from Gatorade and sports nutrition guidance from the Gatorade Sports Science Institute.