Creativity

Powerade's Powerful Spot Recreates Jimmy Graham's Tough Childhood

Seattle Seahawks Player Is Latest Athlete to Feature in 'Just a Kid' Series

By Alexandra Jardine. Published on Sep 14, 2015

Editor's Pick

Wieden & Kennedy Portland has told some inspiring stories of athletes coming from nowhere in its "Just a Kid" series of ads for Powerade (inculding this powerful spot featuring Derrick Rose). Now the brand has done it again with Seattle Seahawks football player Jimmy Graham, recreating his tough childhood in a state-run orphanage.

As we watch a young Graham witnessing violence but determinedly working out and building himself up into the athlete he is today, the narration tells an inspiring tale of a mouse drowning in cream who churns it into butter and climbs out. Anonymous Content's Daniel Wolfe directed.

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About

Credits

Date
Sep 14, 2015
Agency:
Wieden + Kennedy Portland
Client:
Powerade
Creative Director:
Max Stinson
Creative Director:
Dan Kroeger
Copywriter:
Matt Skibiak
Art Director:
Brandon Viney
Senior Producer:
Jennifer Fiske
Account Team:
Michael Dalton
Account Team:
Rob Archibald
Account Team:
Analysa Cantu
Planning Director:
Henry Lambert
Executive Creative Director:
Mark Fitzloff
Executive Creative Director:
Joe Staples
Head of Production:
Ben Grylewicz
Strategic Planning:
Henry Lambert
Production Company:
Anonymous Content
Director:
Daniel Wolfe
Executive Producer:
Rick Jarjoura
Executive Producer (Somesuch):
Tim Nash
Executive Producer (Somesuch):
Sally Campbell
Line Producer:
Grace Bodie
Director of Photography:
Tom Townend
Production Designer:
Andrew Clark
Editorial Company:
Cosmo Street Editorial
Editorial Company:
Trim Editorial
Editor:
Tom Lindsay
Post Producer:
Marie Mangahas
Post Executive Producer:
Yvette Cobarrubias-Sears
VFX Company:
A52
Executive Producer:
Patrick Nugent
VFx Producer:
Heather Johann
VFX Supervisor:
Andy Bate
2D VFX Artist:
Andy Bate
2D VFX Artist:
Cameron Combs
3D Artist:
Mike Bettinardi
Color:
Framestore London
Colorist:
Simon Bourne
Sound Design:
Tom Lindsay
Mix Company:
Lime
Mixer:
Loren Silber

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