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Posts Tagged ‘Katie Acosta’

TBWA\Chiat\Day Taps Peyton Manning, Cam Newton for Gatorade

The late comedian Mitch Hedberg had a joke that went: “You don’t have to be sweating and holding a basketball to enjoy a Gatorade, you can just be a thirsty dude. Gatorade forgets about this demographic. I’m thirsty for absolutely no reason, other than the fact that liquid has not touched my lips for some time. Can I have a Gatorade too, or does that lightning bolt mean no?” Well, the brand seems to have finally issued its response to this question in a new campaign from TBWA\Chiat\Day, entitled “Sweat it to Get it,” with a resounding “No, you can not have a Gatorade, thirsty dudes.”

“Gatorade was invented to replace what athletes sweat out, Brent Anderson, executive creative director at TBWA\Chiat\Day in Los Angeles, explained to Adweek. “So the intent was to create something that might cause someone who reaches for a Gatorade to think, ‘Hold up…have I earned this?’” In other words, that lightning bolt does mean no.

In the campaign, starring Rob Belushi (son of Jim) and featuring cameos from Peyton Manning and Cam Newton (who also stars in an ongoing Under Armour campaign), customers at a gas station are told they can’t purchase Gatorade because they haven’t broken a sweat. The ads all follow the same basic formula, with Belushi as the straight man denying the customers and Manning or Newton appearing as either the manager or a fellow customer. The agency told Adweek that the ads were all “shot on location at an actual convenience store with over 15 hidden cameras” and directed by Jody Hill (Eastbound and Down). Stick around for credits and a few more spots after the jump. Read more

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VB&P Adds to Digital Department

After spending the last four years as senior integrated producer at Mekanism, Manjula Nadkarni has joined up with fellow Bay Area operation Venables Bell & Partners as director of interactive production. The hire is part of a move by the indie agency to bolster its content studio dubbed Lumberyard, which was launched at the end of last year. Nadkarni is teaming up with VB&P director of content development Deva Ferar, who manages the Lumberyard space, and will work on interactive production assignments for clients including Intel, Google and ConAgra.

In addition, Venables hired Team One alum Aiden Bordner as director of experience design, Aaron Clinger as technical director and former Isobar SVP. director of client service  Katie Acosta as group account director.