Gatorade: Keep Her In the Game

Don't walk away from sports.

Published on

Editor's Pick

Powerful work from TBWA/Chiat/Day for Gatorade celebrates the 40th anniversary of Title IX -- but tells you that the work is far from finished. The 'Keep Her in the Game' campaign is based on the insight that while both boys and girls are equally active in sports from ages six to 12, girls' participation rates are much higher after age 14.

There is no doubt that societal pressure to look "pretty" has a lot to do with it. Watch athletes transform into high-heel sporting, lipstick-wearing young women that shun sports in favor of looking "beautiful."

One part of the campaign invited women to change their Facebook or Twitter profile pictures to them as a 14-year-old, with the line, "If I walked away then, I wouldn't be here now."

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Credits
Date
Jun 26, 2012
Agency:
TBWA/Chiat/Day Los Angeles
Client:
Gatorade
Worldwide Creative Director:
Lee Clow
Group Creative Director:
Steve Howard
Group Creative Director:
Brent Anderson
Creative Director/Copywriter:
Linda Knight
Associate Creative Director/Art Director:
Mariota Essery
Copy Writer:
Rebbie Groesbeck
Art Director:
Jennifer Tranbarger
EP:
Sarah Patterson
Producer:
Matt Magsaysay
Group Planning Director:
Scott MacMaster
Senior Planner:
Marisa Robertson
Planner:
Rebecca Harris
Worldwide Managing Director:
Nick Drake
Management Supervisor:
Chris Asahara
Business Manager:
Lisa Lipman
Production Company:
Furlined
Director:
Douglas Avery
VP/Executive Producer:
Eriks Krumins
EP:
David Thorne
Producer:
Marc Benardout
Director of Photography:
Max Goldman
Editorial Company:
Rock Paper Scissors
EP:
Carol Lynn Weaver
Producer:
Emily Chingburanakit
Editor:
Grant Surmi
Telecine:
The Mill
Colorist:
Adam Scott
Telecine Producer:
LaRue Anderson
Visual FX:
A52
Lead Flame:
Paul Yacono
Producer:
Jamie McBriety
Music & Sound Design:
Squeak E. Clean
Producer:
Jack Catlin
Final Mix:
Play
Mixer:
John Bolen
Producer:
Lauren Cascio

See more credits

Category
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age