Gatorade's Latest Campaign Celebrates the Glory of Sweating

Isla and Gatorade present their new regional campaign: Sweating is Glory.

Under the concept 'Sweating is glory', the campaign tells the brand’s historically functional credentials, showing sweat as never before. 

Sweating is gratifying and therapeutic. It’s the result of effort and that’s why keeping oneself hydrated is crucial; not just for those who are professional athletes, but also for those who work out. And there’s no better authority than Gatorade to talk about sweat, because the brand was born out of studying what the body loses when we sweat and researching how to quickly restore it.

About that, Julian Tachella and Celeste Dalairac, the advertising agency’s Group CDs, said, “This is our first project at Isla and we are happy that it is a regional campaign, for such an iconic brand as Gatorade and working with an amazing team.”

The spot was directed by Jones, the multi-award winning director and recipient of a Cannes GP in Film. The production house was Stink São Paulo.

“Being able to count on Gatorade’s functionality through the rawness of sweat; we thought it was the simplest and freshest way of evoking that feeling which unites all of us who exercise: sweating is glory.” added Rodrigo Greco and Mariano Gamba, the agency’s DGCs.

Gonzalo Chigó, Gatorade LatAm marketing director, and Álvaro Ascenzo, regional marketing manager for the brand, said, “At Gatorade we believe there’s always room for improvement. No matter what sport you practice or which are your goals, those who reach their sporting goals are the ones that work hard and stay properly hydrated to perform better every time.”

The campaign has over 30 content ideas that will be part of the ecosystem of pieces that will be released in Mexico, Brazil, Argentina, Colombia and the main countries in the region.