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The Immortal Awards

My Most Immortal Ad: Ant White

The Immortal Awards juror and chief creative officer of CHE Proximity picks a campaign that is as fresh today as it was when it launched…

My Most Immortal Ad: Ant White

In the run-up to this year’s Immortal Awards, our jurors will each select an ad that they believe deserves the title of Immortal. 

Ant White, chief creative officer of CHE Proximity, is next up in the series with an amateur athlete campaign from TBWA\Chiat\Day…





Replay | Gatorade (TBWA\Chiat\Day, 2009)



Unlike the football players that ran out onto the field for the second time, this idea doesn’t age. Gatorade Replay could have been created today, or twenty years from now and it will still have that new, fresh-idea-feel to it. What amateur athlete hasn’t dreamt of a second chance at glory? A chance to strap on the boots for a rematch against their biggest rivals? And who wouldn’t want to see that? A bunch of overweight guys taking the field, in some sort of semi passable shape, battling it out, just a little slower than last time. It ticks all the right boxes for great branded content. And they thought of everything. Even bringing back the cheerleaders. It’s human. It’s funny. It’s inspiring. It’s relevant. It’s captivating. It’s shareable. And it’s right for the brand.


Ant White will be judging this year's The Immortal Awards. Entries are now open to all Little Black Book members, so head over to the submissions page to submit your best work. If you aren't a member of Little Black Book yet, then you can subscribe here.

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