Kobe Bryant and sports drink BodyArmor may be David, but they are aimed directly at Goliath.
Written and co-directed by Bryant, who will launch the sports drink on Wednesday, which raised $ 235 million in retail sales in 2017 and with projects earning $ 400 million this year, four of their endorsers have the Things done in the past. The voice over asks if they would still do these things today, and all answer no.
The commercials end with the slogan: "Thanks Gatorade, we'll take it from here."
The ads show Kristaps Porzingis He wrote a letter to his parents to deliver him from a carrier pigeon, Skylar Diggins-Smith led a step-aerobics class, James Harden entered the arena like a Renaissance and Renaissance soldier Mike Trout with a Vibrant Abdominal Trainer from the 1
FIRST LOOK: New ads from @DrinkBODYARMOR debating tonight, their endorsers have "old" things with the slogan "Thank you Gatorade, we take it off out here ". Kristaps Porzingis sends a letter to his parents via racing pigeons. pic.twitter.com/LmFtdrdb5Z
– Darren Rovell (@darrenrovell) April 18, 2018
"At the end of the day, we have seen so many things in sports" From training from equipment to uniforms, "said Mike Repole, founder and CEO of BodyArmor, who sold Glaceau, maker of VitaminWater and SmartWater, to Coke for $ 4.1 billion in 2007." How does it make sense to use the same sports drink? consume? We had 50 years ago, athletes are more demanding than ever. They train all year, they have cooks and they read labels.
Bryant is the brand's third-largest investor.
"When I've teamed up with Kobe and thought I'd win an elite basketball player with great foresight," Repole said, "I found an Oscar winner who has his fingerprints on our entire creative, which we greatly benefited from. He invested his money to be part of the brand over an endorsement deal. He was there when we had 20 million sales. He is a co-founder. "
Repole said Bryant was not afraid to assert himself on the creative side.
" He did a great job, "Repole said," I had an idea and he crushed it in two seconds. I said, OK, I'll run the company again. "
When Repole founded BodyArmor six years ago, he saw a market made up entirely of Gatorade and Powerade dominance. Repole says his brand has spent five percent of the $ 6.5 billion US sports drinks business in the last three months and believes that there are another $ 3.5 billion currently not available
The most technical of the four shots was for the Porzingis display: a pigeon master brought 30 trained pigeons to an old factory in Brooklyn.
"It took 15 minutes to catch the pigeon
To crack the famous step-aerobic routine of the late 1980s, Diggins Smith said she had asked for advice from her mother.
"My mother did step aerobics and she was vi more graceful than me, "said Diggins-Smith. The headband turned me into Jesse Spano (from "Saved By The Bell") and we pumped Whitney Houston and Michael Jackson. "
Diggins-Smith, who came to BodyArmor nearly three years ago, said the size of the campaign, which is the brand's biggest advertising campaign in its history, makes her proud.
" When I started with them, they asked me The people where they could find them, "she said." Things have changed. "
BodyArmour's direct approach to Gatorade is no surprise, the two have previously become involved.
Last May, Gatorade became National Advertising Division, the investigative unit of the industry's self-regulatory system, drew attention to BodyArmour advertising, which required consumers to discard artificially colored and sweetened sports drinks, and Gatorade officials argued that the ads "falsely denigrated Gatorade."
NAD claims that BodyArmor does not actually contain any artificial colors or sweeteners, BodyArmor volunteered to say that it was Ads who were "upgrading to a natural sports drink," "Even though the ad campaign ran, it was anyway. It also agreed to delete links in social media, the "Gatorade is garbage collection" and pictures of athletes pouring out bottles of competitive product.
When reached, a Gatorade spokesman said consumers can refer to their Twitter feed to see what the brand has next. On top of the feed is spokesman Bryce Harper, who has a Gatorade with the words "Studied. Tested. Proven." Drinking. For the best athletes in the world nothing beats Gatorade.