Amid uncertainty about how Element 9 managed to lose the Gatorade account is beyond many, but regardless they've aired one final spot in homage of their work. Not of the "Is it in you?" generation, this piece along with the aforementioned work should give TBWA/Chiat/Day L.A. a run for its money.

Bob Garfield, in an AdAge piece, called the "Swan song" "pure gold" for it's effectiveness.

He goes on to explain how E79 pulled the whole thing off. Too bad a commented called the NPR regular's piece irrelevant. The comments are posted below.

Fun spot. Too bad Powerade did virtually the same kind of hyperbolic work a few years ago. –thomas Pastore, hastings on hud, NY

It's a viral, Jeremy. It's aimed at a generation that is smarter than you are. –John Kantor, St. Petersburg, FL

The ad is entertaining, sure, but it's not clearly as an ad and certainly accomplishes no identifiable business purpose. The only way I knew who it was for was because you said so. This article is almost completely irrelevant. –Jeremy Greenfield, postadvertising, NY

Your thoughts on how the loss happened?