Gatorade was facing a business challenge in Latin America and needed to bring new consumers into the category. But consumers did not understand why they should drink it believed it was a brand and a product developed only for professional athletes, not for them.

The challenge was to relaunch the category, explain why and when to drink Gatorade, and become relevant by setting a clear role and occasion for the product while democratizing the brand to become an option for everyone, portraying different people and different physical activities (not just professional athletes in competitive sports as the brand used to portrait for several years).

Finally, as Gatorade’s purpose is to “fuel everyone’s drive to keep moving forward,” we needed to inspire people to move and keep challenging themselves and, of course, motivate them to drink Gatorade while they do so.

The film shows different people doing a variety of sports and sweating in several parts of their bodies while a voice over invites the audience to “Never stop sweating.”

The narrator goes on to name every part of the body being sweat, from head to toe and even objects, gear, places, and situations while we see each character giving it their all, showing effort but also the enjoyment that comes from sweating.

The film ends by inviting everyone not only to sweat but to stay always hydrated with Gatorade, so you can recover quickly and keep sweating some more, championing the idea that sweating is glory.

The sweat in the film is the absolute protagonist, we could have had a different casting or disciplines and the film would have kept its essence, to show that sweating is sticky, smelly, uncontrollable, uncomfortable but glorious.

The ad achieved active engagement and enjoyment in all countries thanks to the way it highlighted different ages, races, body types and genders, turning Gatorade’s into a product for everyone that sweats. It also performed significantly above the market norm in relevance, differentiation, credibility, and persuasion thanks to the way it inspires to sweat and encourages physical activities for everybody. As a result, most countries displayed a positive shift in short term sales likelihood.