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Messi Keeps Moving for Gatorade Global Campaign from TBWA/Chiat/Day

TBWA\Chiat\Day LA, 7 months ago

Football star is Gatorade’s first athlete to be featured in his own global campaign

Messi Keeps Moving for Gatorade Global Campaign from TBWA/Chiat/Day

In anticipation of FC Barcelona’s upcoming UEFA Champions League match, Gatorade announced that Lionel Messi, five-time World Player of the Year, would star in his own Gatorade creative campaign, 'Messi Don’t Go Down.' The new campaign debuted with a 60 second TV and digital commercial available globally on Monday, February 22nd. 

The creative campaign was filmed in November 2015 in Barcelona and highlights Messi’s unique style of play, in which he refuses to dive, flop or give in during adverse situations on and off the pitch. Messi’s message, according to the TVC, is that “life has more in store for you, if you just stay up.”

“I’m very excited about the message of perseverance in my new Gatorade spot,” said Messi. “I don’t know if there’s a secret to how I play, it’s something I’ve done since I was little. I always try to continue the play if I’m able to and life is no different. It’s important to keep moving forward through good times and through adversity.”

“Gatorade believes that athletic performance is driven from the inside, and that Messi and his style of play embody a similar spirit, which is to never to give up and to keep driving forward, both in the game and from a broader perspective,” said Anuj Bhasin, Head of Gatorade Global Marketing. “We’re extremely proud to be aligned with a star like Messi and help spread his inspirational message of toughness and resilience through this new content.”

The Gatorade TV commercial features a broad range of footage, and his amazing accomplishments during his time on his first team.

The spot can be seen on TV and on Gatorade’s digital media platforms across the globe, including in the United States, Latin America, Europe and India.



Brand Manager: (Global Activation Senior Manager) Laura Barnett

Creative Director: Kelly Bayett

Global Brand Director: (Strategy) Anuj Bhasin

Group Marketing Manager: Oliver Schrickel

Producer: KC Dossett

Creative Agency

Creative Director: Renato Fernandez (Worldwide), Mark Peters

Executive Creative Director: Brent Anderson

Executive Producer: Guia Iacomin

Managing Director: Jerico Cabaysa

Creative Agency: TBWA\CHIAT\DAY

Planning Director: (Group) Scott MacMaster, (Global) Martin Ramos

Business Affairs: (Sr) Laura Drabkin

Senior Producer: Chris Spencer

Planning Director: (Group) Scott MacMaster, (Global) Martin Ramos

Brand Manager: (Global) Gabi Marino

Brand Director: (Global) David McKenzie

Director of Production: Brian O'Rourke

Music and Sound

Creative Director: Kelly Bayett

Executive Producer: Lauren Cascio

Music Supervision: BARKING OWL

Sound Design: Gus Koven @ STIMMUNG

Sound Mix: John Bolen, (2nd) Hermann Thumann @ FORMOSA

Sound Production: Kristina Iwankiw


Edit Assistant: Devon Bradbury

Edit Company: WHITEHOUSE

Editor: Charlie Harvey

Producer: Jonlyn Williams

Post Production / VFX

2D : (Matte Painter) Andy Wheater

2D Artist: (Lead) Bill Higgins

2D Artists: Tara DeMarco, Krysten Richardson

Colourist: Adam Scott

Executive Producer: Enca Kaul, (Colour) Thatcher Peterson

Post Production House: THE MILL

Producer: Enca Kaul

Production Coordinator: Pat DeVaney

Production Company

Director: Stuart McIntyre

Executive Producer: Doug Halbert, Charlie Cocuzza

Line Producer: Matt Wersinger


Category: Energy , Soft drinks

Genre: Action , Documentary , People , Storytelling