Young Athletes Face Down Doubters in These Powerful Powerade Spots

W&K Cast Real Life Athletes Instead of Actors

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Editor's Pick

Young athletes face comments from doubters about their chances in sport in a powerful new series of social media films from Powerade. Each shows one person facing a different kind of negative message from an adult, whether about their sexuality (seen here), injuries, lack of funding, ability, gender, physical attributes or a parent's expectations.

Created by Wieden & Kennedy Portland and directed by Derek Cianfrance at @Radical Media, the spots were cast using real athletes rather than trained actors, for extra authenticity. For example, Gabby Ferrel,a defensive lineman for the NY Sharks in the IWFL (Independent Women's Football League), appears in the spot focused on gender, where a patronizing coach tells her: "Realisticaly, sweetie, I just don't think it's going to happen." The tagline for all the 30 second spots is "Power Through," the message being to ignore the naysayers and become all the more determined to succeed.

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Nov 07, 2016
Wieden + Kennedy Portland
Creative Director:
Max Stinson
Creative Director:
Erik Fahrenkopf
Adam Tetreault
Art Director:
Derrick Ho
Art Director:
Zack Madrigal
Executive Producer:
Ben Grylewicz
Senior Producer:
Lindsay Reed
Ricara Stokes
Assistant Producer:
Tiffany Golden
Account Management:
Rob Archibald
Account Management:
Analysa Cantu
Account Management:
Michael Dalton
Executive Creative Director:
Mark Fitzloff
Executive Creative Director:
Joe Staples
Project Management:
John Radaza
Business Affairs:
Connery Obeng
Production Company:
Derek Cianfrance
Executive Producer:
Donna Portaro
Head of Production:
Frank Dituri
Cody Ryder
Director of Photography:
Christopher Blauvelt
Editorial Company:
Work Editorial
Rich Orrick
Assistant Editor:
Arielle Zakowski
Marlo Baird
VFX Company:
Electric Theatre Collective
Ant Walsham
Executive Producer:
Kate Hitchings
Sound Company:
Joint Editorial
Sound Designer:
Noah Woodburn
Mix Company:
Joint Editorial
Noah Woodburn
Mix Producer:
Sarah Fink

See more credits

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