SAO PAOLO, BRAZIL — Springtime launches its second campaign for Gatorade, following the Cannes Lions-winning “Gatorade Match Saver.” For the first time, Gatorade dares to showcase a real insight: its bottles are often refilled with water. Many people only drink water when exercising, and this spot invites viewers to rethink how they hydrate during sports.
Directed by Nicolás Pérez Veiga and produced by Primo, the ad was shot on 35mm film and features original music by Kiss, “I Was Made for Lovin’ You.”
As the iconic song plays, various individuals are shown drinking water during their running, yoga, spinning, dance, cycling, gym, functional training, and futvoley sessions. As the intensity builds, their performance declines, with some athletes screaming in sync with the song’s lyrics, unable to perform at their best. Under the tagline, “We won’t tell you not to drink water. Your body might,” Gatorade Zero Sugar presents a solution with electrolytes and vitamins B3 and B6 to support better hydration and metabolism for optimal performance.
“Gatorade Zero Sugar is a crucial product within PepsiCo’s portfolio, targeting Fitness Exercisers. When we heard this idea, we knew it was perfect for demonstrating how this product can significantly improve both physical and mental performance,” stated Martín Watson, Senior Director of Functional Beverages for PepsiCo Latam.
“We chose to film on 35mm because we wanted to portray the story in a raw, gritty, and realistic way. The film gives it a timeless, rugged beauty that’s hard to describe but connects with the audience in a less overtly commercial way,” explained Nicolás Pérez Veiga, Director of Primo.
“The brief made it clear that water is Gatorade’s main competitor. Not just because the brief said so, but because every day, we see people training with water bottles—even Gatorade bottles refilled with water – in gyms. The challenge wasn’t to go against water, but to show in a powerful and humorous way that sometimes your body needs something else,” said Patricio Elfi and Santiago Luna Lupo, Co-founders & CCO of Springtime.
The campaign starts in Brazil and will expand across the LATAM region. In addition to 60-second, 30-second, 15-second, and six-second spots, the campaign includes OOH and digital assets.
Credits:
Title: “Gatorade vs. Water”
Client: PepsiCo
Brand: Gatorade Zero Sugar
AGENCY
Agency: Springtime
Co+Founder & CCO: Patricio Elfi
Co+Founder & CCO: Santiago Luna Lupo
Co+Founder & Managing Director: Natalia Gamarra
Post Producer: Esteban Malvarez
PRODUCTION COMPANY
Production Company: Primo
Director: Nicolás Perez Veiga
Managing Director: Caro Cordini
Producer: Germán Lentini
DP: Diego Rosenblatt
Art Director: Cecilia Guerriero
Wardrobe: Ale Rosasco
Film: Kodak Vision 3 – 35mm
Lab: Kodak New York
VFX / Demo: Nico Cesani
Edition: Paula Baialardo
Color Correction: TMLS – Didrik Brathen
ON LINE: PRIMO post
Sound: Porta Estudio
Music: “I was made for lovin´you – Kiss”
Post production coordinator: Seba Lopez
CLIENT:
Gonzalo Muente, CMO Beverages LATAM
Martín Watson, Senior Director Functional Beverages LATAM
Gonzalo Chigó, Director Gatorade LATAM
Alvaro Ascenzo, Marketing Manager Gatorade LATAM
Alfredo Della Savia, Senior Marketing Director Beverages LAB South
Jorge Natteri, Sports Marketing Manager Brasil
Ana Carolina Guimarães, Brand Manager Gatorade Brazil
