Cannes Lions
WIEDEN+KENNEDY, Portland / POWERADE / 2018
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A teen athlete walks into a bodega to buy a bottle of Powerade and leaves with the owner's life story of what would have been if he had something as powerful as Powerade back in his day.
The bodega owner, electrified by holding the power of Powerade, recounts the basketball career he would have had in a vivid flashback of a younger version of himself, sporting a tight Afro and an even tighter ABA uniform in the late '60s. Armed with a crossover so powerful it would have broken everyone's ankles-his opponents, the peanut vendor, the policeman-he sends the entire stadium to the floor and even people watching at home. The owner snaps out of his daydream and slides the blue bottle back to the kid-but not before warning him about the power he holds in his hands.
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