Powerade

The Challenge – Powerade is known for promoting sports hydration, but there was room to emphasize the brand’s message in a way that engaged audiences with a fresh, memorable approach. The goal was to inspire athletes to push their boundaries and to position Powerade as a brand that celebrates extraordinary feats of strength and athleticism.

The Insight – The goal was to create a campaign that stood out in the competitive sports beverage market through bold and imaginative storytelling. Our strategic approach was to play with the concept of “real” athletic power by showcasing exaggerated, seemingly impossible feats—leveraging humor and creativity to captivate viewers while keeping them in awe of what athletes can achieve.

The Solution – As a key contributor, I helped develop the Very Real Power campaign, a series of captivating ads featuring athletes performing unbelievable stunts. One memorable segment showcased LeBron James effortlessly making multiple half-court shots, while another highlighted a jogger leaping over an open drawbridge and Andy Roddick striking a powerful serve that left a mark in the clay. While the stunts were fantastical, the ads creatively emphasized the concept of power and potential in sports, blending humor with awe-inspiring visuals.

The Impact – The Very Real Power campaign was a huge success, garnering over 10 million views in its first month and generating significant buzz on social media. Conversations erupted about the stunts and the possibilities of athleticism, with audiences entertained and inspired by the imaginative feats. The campaign reinforced Powerade’s brand identity as a motivator for athletes to embrace the extraordinary and push their limits, making Powerade a symbol of strength, ambition, and the pursuit of greatness.