And Now, an Inspiring Message From Leo Messi

Soccer Star Fronts Gatorade's Latest Ad in Time for UEFA Champions League

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In time for FC Barcelona's UEFA Champions League match earlier this week, Gatorade and TBWA/Chiat/Day L.A. debuted a new campaign starring the team's headliner, Lionel Messi.

In it, he delivers a powerful, inspirational message -- not through his words, but through his actions. Scene after scene show how he refuses to "go down," no matter what the obstacle. A voiceover "translates" his moves into an empowering sermon: "Don't go down, brothers and sisters, don't go down. ...Don't let things on the outside be stronger than what's on the inside because life has more in store for you, if you just stay up."

Lucky for Gatorade, FC Barcelona won its match against Arsenal this week.

The ad broke on February 22 on broadcast and digital in the U.S., Latin America, Europe and India.

"I'm very excited about the message of perseverance in my new Gatorade spot," said Messi in a statement. "I don't know if there's a secret to how I play, it's something I've done since I was little. I always try to continue the play if I'm able to and life is no different. It's important to keep moving forward through good times and through adversity."

"Gatorade believes that athletic performance is driven from the inside, and that Messi and his style of play embody a similar spirit, which is to never to give up and to keep driving forward, both in the game and from a broader perspective," added Head of Gatorade Global Marketing Anuj Bhasin. "We're extremely proud to be aligned with a star like Messi and help spread his inspirational message of toughness and resilience through this new content."

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About

Credits
Date
Feb 23, 2016
Agency:
TBWA/Chiat/Day Los Angeles
Client:
Gatorade
Global Brand Strategy Director:
Anuj Bhasin
Global Brand Activation Senior Manager:
Laura Barnett
Global Marketing Manager:
Oliver Schrickel
ECD:
Brent Anderson
Worldwide Creative Director:
Renato Fernandez
CD:
Mark Peters
Director of Production:
Brian O'Rourke
EP:
Guia Iacomin
Senior Producer:
Chris Spencer
Managing Director:
Jerico Cabaysa
Global Brand Director:
David McKenzie
Global Brand Manager:
Gabi Marino
Group Planning Director:
Scott MacMaster
Global Planning Director:
Martin Ramos
Senior Business Affairs:
Laura Drabkin
Senior Traffic Operations:
Judy Brill
Production Company:
Imperial Woodpecker
Director:
Stuart McIntyre
EP:
Doug Halbert
EP:
Charlie Cocuzza
EP:
Matt Wersinger
Editorial:
Whitehouse
Editor:
Charlie Harvey
Assistant Editor:
Devon Bradbury
Producer:
Jonlyn Williams
Visual Effects:
The Mill
Lead 2D Artist:
Bill Higgins
2D Artist:
Tara DeMarco
2D Artist:
Krysten Richardson
Matte Painter:
Andy Wheater
Massive:
Matt Longwell
EP:
Enca Kaul
Producer:
Ben Sposato
Production Coordinator:
Pat DeVaney
Color:
The Mill
Colorist:
Adam Scott
EP:
Thatcher Peterson
Music:
Barking Owl
Original Music:
Barking Owl
CD:
Kelly Bayett
Producer:
KC Dossett
Sound Design:
Stimmung
Sound Designer:
Gus Koven
Producer:
Kristina Iwankiw
Audio Mix:
Formosa
Mixer:
John Bolen
Second Mixer:
Hermann Thumann
EP:
Lauren Cascio

See more credits

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