Creativity

These Gatorade Vending Machines Only Take Sweat

This Isn't Your Typical Vending Machine Stunt

By Ann-Christine Diaz. Published on Aug 18, 2015

Editor's Pick

Vending machine stunts have become standard fare in advertising. We've seen Coke dish out free soda, flowers and even airplane trips to people in order to spread a bit of happiness, for example.

But now Gatorade, along with NFL pros the Mannings and JJ Watt are bringing a masochistic twist to the genre in the latest campaign for the thirst quencher. The brand set up vending machines at college campuses. It then trained hidden cameras on potential customers, who are surprised to find nothing come out of the dispensers after they dropped some cash. A custodian on site, played by Rob Belushi, son of Jim Belushi, then hints that they have to "sweat it to get it."

For most, the head-scratching suggestion isn't enough, so Peyton and Eli Manning appear to give some added tips, convincing kids to go berserk doing the running man, high knee kicks and more. Or there's JJ Watt, who just knocks over or carries the machine away entirely from undeserving drinkers. (See the whole series on Gatorade's Youtube channel.)

Ironically, despite all their work, you never do get to see the kids finally quenching their thirst.

The latest videos continue the "Sweat It to Get It" theme launched last year, with ads starring Peyton Manning and Cam Newton that punked unsuspecting customers at a convenience store.

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Credits

Date
Aug 18, 2015
Agency:
TBWA/Chiat/Day Los Angeles
Chief Marketing Officer:
Morgan Flatley
Client:
Gatorade
Senior Director of Consumer Engagement:
Kenny Mitchell
Director of Digital Strategy:
Jeff Miller
Associate Marketing Manager:
Nicki Granadier
Associate Marketing Manager:
Emily Krall
Senior Director of Sports Marketing:
Jeff Kearney
Sports Marketing Manager:
Kyle Grote
Director of Public Relations:
Lauren Burns
Senior Manager of PR:
Katie Montiel
Chief Creative Officer:
Stephen Butler
Executive Creative Director:
Brent Anderson
Worldwide Creative Director:
Renato Fernandez
Senior Copywriter:
Nick Ciffone
Senior Art Director:
Dave Estrada
Director of Production:
Brian O'Rourke
Senior Producer:
Tim Newfang
Managing Director:
Peter Ravailhe
Director of Branded Content:
Marc Johns
Brand Director:
Simon Nicholls
Assistant Brand Manager:
Erika Buder
Group Planning Director:
Scott MacMaster
Group Planning Director:
Martin Ramos
Planning Director:
Abigail Weintraub
Creative Planner:
Matt Bataclan
Junior Planner:
Joe Elliott
Director of Business Affairs:
Linda Daubson
Business Affairs Manager:
Laura Drabkin
Talent Manager:
Mirielle Smith
Talent Manager:
Annie Boyle
Senior Vice President:
Courtney Quaye
Managing Supervisor:
Emily Lyons
Assistant Account Executive:
Katie Johnson
Group Account Director:
Susanna Earnest
Digital Strategy Supervisor:
Brandon Saranik
Digital Marketplace Supervisor:
Sadie Olen
Strategist:
MiRon Leveston
Associate Media Director:
Natalie Behrman
Supervisor:
Adrienne Voltaggio
Creative Director, Art:
Nick Allegri
Creative Director, Copy:
Mark Philips
Senior Copywriter:
Ryan Simpson
Copywriter:
Sam Hirshberg
Group Account Director:
Stephanie DeCelles
Senior Account Manager:
Maggie Glenski
Senior Social Strategist:
Kyle Rogers
Senior Community Manager:
Charles Gooch
Production Company:
NFL Films
Director:
Alex Grossman
VP of Project Management:
Kennie Smith
Director of Photography:
Hank McElwee
Senior Director of Field Operations:
Mark Morris
Director Project Management:
Alan Brown
Line Producer:
Claudio Kuhn
Editor:
Jim Hutchins
Editor:
Joaquin Machado
Executive Producer:
Jane Hutchins
Visual Effects Artist:
Austin Hickman-Fain
Colorist:
Jonny Mcpheeters
Executive Producer:
Susie Boyajan
Mixer:
Loren Silber
Assistant Mixer:
Mark Nieto
Executive Producer:
Lexi Stearn
Producer:
Abisayo Abejare
Visual Effects Artist:
Mark Holden

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