Under Coca Cola POWERADE communication objective to engage with sports enthusiasts through enhancing sports credential, we made TVC focusing on Korean target audience insight. Target audience who loves sports, the sports enthusiast, as some point in their lives and also in sports activities, they will just want to stop. They go from wondering "Can I do this?" To realizing "I can do this... No seriously, I can do this."

Thus, POWERADE came up with core creative idea "Power Through" and this idea was described and visualized target audience’s fear against their limits at sports moment.

Some guy stands in front of a huge waves and he feels the fear of competing with himself at sports moment. Namely, the huge waves are a fear of wall. However, he drinks POWERADE and then overcomes the fear of wall, huge waves and comes out best in the end.