Creativity

Shakur Stevenson Recalls a Tough Newark Childhood in Powerade's Olympics Spot

Ad Is Latest in 'Just a Kid' Series

By Alexandra Jardine. Published on Aug 03, 2016

Editor's Pick

Powerade continues its powerful "Just a Kid" series of ads with a spot for the Olympics featuring boxing hopeful Shakur Stevenson.

The ad, by Wieden & Kennedy Portland, shows Stevenson fighting an opponent in the ring, but in between bouts recalling his childhood in Newark, New Jersey. The recollections, including scenes where he stands up to an older bully, watches a burning car in his neighborhood and has blood wiped from his nose by his mom, give him the strength to carry on.

The two-minute video will appear exclusively online, while a 30-second spot will be adapted for broadcast. Earlier this summer, the brand released online spots featuring female Olympic hopefuls Claressa Shields (women's boxing) and Lopez Lomong (men's track & field, 1500m). Previous ads in the "Just a Kid" series have featured Seattle Seahawks player Jimmy Graham and NBA player Derrick Rose.

Powerade has also been selling limited-edition "Just a Kid" Olympic t-shirts, featuring a "Just a Kid From the USA" design in gold foil, during the summer, and donating a portion of its proceeds to an Olympic fund.

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Credits

Date
Aug 03, 2016
Agency:
Wieden + Kennedy Portland
Client:
Powerade
Creative Director:
Max Stinson
Creative Director:
Erik Fahrenkopf
Art Director:
Cameron Soane
Copywriter:
Wayne Kasserman
Agency Producer:
Jennifer Fiske
Account Director:
Michael Dalton
Account Supervisor:
Rob Archibald
Account Executive:
Analysa Cantu
Production Company:
Iconoclast
Director:
Romain Gavras
Executive Producer:
Charles-Marie Anthonioz
Line Producer:
Julien Lemaitre
Director of Photography:
Rodrigo Prieto
Visual Effects:
The Mill
Visual Effects Creative Director:
John Leonti
Visual Effects Executive Producer:
Sue Troyan
Visual Effects Producer:
Daniel Midgley
Editorial:
PS260
Editor:
Walter Mauriot
Editorial Producer:
Laura Lamb Patterson
Assistant Editor:
Tyler Hurst
Music/Sound Design:
Marco Casanova
Audio Mix:
Loren Silber
Audio Studio:
Lime Studios
Colorist:
Yvan Lucas
Color Company:
Shed LA

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