Trust what's inside with Gatorade
Headlined by Luis Díaz and Julián Álvarez, alongside Vinícius Júnior and Gatorade's world-class football roster, the brand’s new global campaign, directed by Ernest Desumbila and produced by Iconoclast, reminds athletes to trust the sweat that builds greatness.
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For decades, Gatorade has fuelled football athletes at every level across the globe, from community pitches to the world's biggest stages.
As Gatorade's world-class football roster, including Vinícius Júnior, Julián Álvarez, Gilberto Mora, Luis Díaz, Christian Pulisic, and Tajon Buchanan, prepares to compete, the brand is launching a new global campaign, Trust What’s Inside.
The campaign, which marks the global reintroduction of Gatorade’s Is It In You? platform as the brand aims to connect with the next generation, reminds athletes to trust what has fuelled their success.
The campaign, created in collaboration between TBWA\Chiat\Day LA and Springtime, launches with a hero film, featuring Gatorade's global football roster alongside youth athletes – putting in the sweat to perfect their craft. From Pulisic's first touch finesse to Vini Jr.'s flick over a sea of defenders and Álvarez hurdling an approaching goalkeeper without breaking stride, each moment reflects how sweat, hard work and Gatorade’s science-backed formula can take you where shortcuts can’t.
The film features the track Beto's Horns by CA7RIEL & Paco Amoroso, Fred Again.., and Ezra Collective, with narration from decorated football legend Clint Dempsey.
Credits
View on- Agency TBWA Chiat Day/Los Angeles
- Production Company Iconoclast USA
- Director Ernest Desumbila
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Credits
View on- Agency TBWA Chiat Day/Los Angeles
- Production Company Iconoclast USA
- Director Ernest Desumbila
- Ad Agency Springtime
- Production Agency Omnicom Production/USA
- Founder/Managing Director Charles-Marie Anthonioz
- Production Company Untitled Films/Canada
- Director (Canada) Taylor Reid
- Editing Uppercut
- Executive Post Producer Mila Davis
- Post Producer Harrison Draper
- Editor Brad Waskewich
- Editor Janna Kay Swanson
- Post Production/VFX SAUVAGE.TV
- Online Editor Ferran Folch
- Executive Post Producer Eva Laffitte
- Editor Joao Teixeira
- VFX Supervisor Nicolas Zarza
- VFX Supervisor/VFX Art Director Albert Montero
- Graphics Maxime Benjamin
- Color Royal Muster
- Executive Color Producer Thatcher Peterson
- Senior Color Producer Daniel Butler
- Associate Color Producer Esli Israel
- Colorist Gregory Reese
- Assistant Colorist Celene Curlee
- Assistant Colorist Abby Dougherty
- Sound Lime Studios
- Executive Audio Producer Susie Boyajan
- Sound Designer/Audio Mixer Matt Miller
- Audio Mixer Joel Waters
- Audio Assistant Ian Connie
- Production Services Iconoclast Spain
- Production Services Collateral Films
- Chief Creative Officer Pedro Perez
- Executive Creative Director Desmond Marzette
- Group Creative Director Martin Insua
- Group Creative Director Mark Peters
- Associate Creative Director Belen Russomanno
- Associate Creative Director Guillermo Pueyrredon
- Designer Victor Rosa
- Chief Design Officer Bruno Regalo
- Group Design Supervisor Gabriel Menezes
- Associate Design Director Emerson Vieira
- Designer Gabriel Vinicius
- Designer Rodrigo Veloso
- Designer Guilherme Besco
- Chief Creative Officer/Co-Founder Patricio "Pato" Elfi
- Chief Creative Officer/Co-Founder Santiago Luna Lupo
- Creative Director Damian Isaak
- Head of Production Camila Perez Mollo
- Head of Post Production Esteban Malvarez
- Associate Production Director Alessandra Horn
- HP Jim Haight
- Executive Producer Jack Cutler
- Senior Producer Marina Rodrigues
- Senior Art Producer Jess Shay
- Senior Art Producer Dena Moore
- Producer Manuella Campos
- Producer Anna Lindsay
- Executive Producer Francesco Colombo
- Producer Alejandro De Leon
- Producer Jessica Holloway
- Production Designer Gabriele Cavalchi
- DP Jeff Bierman
- Assistant Editor Audrey Leach
- Assistant Editor Cristina Headrick
- Online Editor Celia Rodriguez
- VFX Producer John Aoun
- Graphics Waner Zhang
- Graphic Designer Luis Suasi
- Production Services Executive Producer Bernard Amsellem
- Production Services Producer Pablo Boyero
- Production Services Executive Producer Orsola Giunta
- Production Services Producer Alison Gloceri
- Production Services Managing Director/Executive Producer Guido Lorenzo Cella
- Production Services Executive Producer Sarah Tognazzi
- Stylist Marion Brillouet
- Choreographer Albert Ruiz / Choreographer
- Choreographer Bohdan Pylypchuk
- Talent Vinicius Junior
- Talent Gilberto Mora
- Talent Luis Diaz / Talent
- Talent Tajon Buchanan
- Talent Julian Alvarez
- Talent Christian Pulisic
- VO Clint Dempsey
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency TBWA Chiat Day/Los Angeles
- Production Company Iconoclast USA
- Director Ernest Desumbila
- Ad Agency Springtime
- Production Agency Omnicom Production/USA
- Founder/Managing Director Charles-Marie Anthonioz
- Production Company Untitled Films/Canada
- Director (Canada) Taylor Reid
- Editing Uppercut
- Executive Post Producer Mila Davis
- Post Producer Harrison Draper
- Editor Brad Waskewich
- Editor Janna Kay Swanson
- Post Production/VFX SAUVAGE.TV
- Online Editor Ferran Folch
- Executive Post Producer Eva Laffitte
- Editor Joao Teixeira
- VFX Supervisor Nicolas Zarza
- VFX Supervisor/VFX Art Director Albert Montero
- Graphics Maxime Benjamin
- Color Royal Muster
- Executive Color Producer Thatcher Peterson
- Senior Color Producer Daniel Butler
- Associate Color Producer Esli Israel
- Colorist Gregory Reese
- Assistant Colorist Celene Curlee
- Assistant Colorist Abby Dougherty
- Sound Lime Studios
- Executive Audio Producer Susie Boyajan
- Sound Designer/Audio Mixer Matt Miller
- Audio Mixer Joel Waters
- Audio Assistant Ian Connie
- Production Services Iconoclast Spain
- Production Services Collateral Films
- Chief Creative Officer Pedro Perez
- Executive Creative Director Desmond Marzette
- Group Creative Director Martin Insua
- Group Creative Director Mark Peters
- Associate Creative Director Belen Russomanno
- Associate Creative Director Guillermo Pueyrredon
- Designer Victor Rosa
- Chief Design Officer Bruno Regalo
- Group Design Supervisor Gabriel Menezes
- Associate Design Director Emerson Vieira
- Designer Gabriel Vinicius
- Designer Rodrigo Veloso
- Designer Guilherme Besco
- Chief Creative Officer/Co-Founder Patricio "Pato" Elfi
- Chief Creative Officer/Co-Founder Santiago Luna Lupo
- Creative Director Damian Isaak
- Head of Production Camila Perez Mollo
- Head of Post Production Esteban Malvarez
- Associate Production Director Alessandra Horn
- HP Jim Haight
- Executive Producer Jack Cutler
- Senior Producer Marina Rodrigues
- Senior Art Producer Jess Shay
- Senior Art Producer Dena Moore
- Producer Manuella Campos
- Producer Anna Lindsay
- Executive Producer Francesco Colombo
- Producer Alejandro De Leon
- Producer Jessica Holloway
- Production Designer Gabriele Cavalchi
- DP Jeff Bierman
- Assistant Editor Audrey Leach
- Assistant Editor Cristina Headrick
- Online Editor Celia Rodriguez
- VFX Producer John Aoun
- Graphics Waner Zhang
- Graphic Designer Luis Suasi
- Production Services Executive Producer Bernard Amsellem
- Production Services Producer Pablo Boyero
- Production Services Executive Producer Orsola Giunta
- Production Services Producer Alison Gloceri
- Production Services Managing Director/Executive Producer Guido Lorenzo Cella
- Production Services Executive Producer Sarah Tognazzi
- Stylist Marion Brillouet
- Choreographer Albert Ruiz / Choreographer
- Choreographer Bohdan Pylypchuk
- Talent Vinicius Junior
- Talent Gilberto Mora
- Talent Luis Diaz / Talent
- Talent Tajon Buchanan
- Talent Julian Alvarez
- Talent Christian Pulisic
- VO Clint Dempsey
"Where I come from, football is everything. It is how you speak, how you dream, how you show who you are. Every sacrifice I made, every session I gave everything to, was for my family, my people and for every young player who sees themselves in me. This campaign is the truth I know, that there are no shortcuts. Only the work. Only the sweat. That is the story of my career, and it is what Gatorade has always stood for." said Luis Diaz, Gatorade roster athlete.
“Every chance I get to compete is the honour of a lifetime, something I’ve worked toward my entire career, and Gatorade has been a key part of that journey. Being part of this campaign means a lot to me, because it’s recognition of the unwavering commitment to sweat and hard work that it takes to perform at the highest level,” said Julián Álvarez, Gatorade roster athlete.
“Gatorade is a global brand built on a universal truth: performance comes from effort. This campaign reflects that spirit on a global scale, bringing together PepsiCo teams from the United States, Latin America, Canada, and International Beverages in truly collaborative work. Together, we created a platform that connects football’s biggest stars with athletes around the world and reinforces Gatorade’s role, and the science behind it, in sports performance globally.” commented Martín Watson, Sr Dir Functional Beverages - Latin America.
“Whether you’re a professional player or someone who plays on a neighbourhood pitch, talent can be something you’re born with. But progress only comes with hard work and dedication. This is an important message for young people, who are surrounded by shortcuts and promises of instant success. So, being able to share this idea alongside some of the best players in the world was a real pleasure. And, as football fans, it’s even more special.” adds Martin Insua and Mark Peters, Group Creative Directors, TBWA\Chiat\Day LA.
