Gatorade’s Propel Fitness Water has released its first campaign since partnering with actor/director Michael B. Jordan with a new TV commercial that focuses on the benefits of perseverance when working out.
“We were looking for a collaborative partner who matched the energy of our brand’s DNA, and who would help us continue to push forward into the future,” said Emily Boido, senior director, Enhanced Water, Gatorade. “Michael shows up for himself, in whatever role or workout he has committed to, and for his communities by using his platform and star power to give back. He’s a dynamic partner that meets the new direction we’re taking the brand.”
The TV Spot, which airs May 11th during the NBA Playoff Semi-Finals (a first for Propel), is a testament to the payoff of hard work.
“For our TVC, we are going for a different look and feel from how we’ve shown up in the past. The spot is grounded in the human truth that fitness can be a struggle, but there is joy in persevering because we’re more positive and confident when we’re at our strongest physically.
Michael is the perfect representation of this,” added Boido. “In the content, he’s brought into a world where cityscape shifts into playscape and he makes the world his gym, tackling a series of obstacles alongside a community of exercisers.”
The spot will also run through additional sporting events across the summer, including NBA, WNBA, NWSL and tennis with the US Open, Wimbledon and French Open. “The media buy decision driving the TVC was a strategic one to expand Propel’s audience and increase visibility during one of the most-watched sports moments of the season,” adds Boido. “We want to reinforce the connection between active moments and Propel.”
Additionally, the company is launching a new tablet format this summer, a new form factor that involves less packaging and helps the brand drive its sustainability goals.
“This year, we’re going all-in on reaching exercisers, pulling the Gatorade bolt into the heart of Propel as we re-establish the brand as a modern fitness authority,” said Boido. “The spot is meant to inspire exercisers to push on and reach for progress in their workouts, while showing how Propel and the efficacy of our fueled-by-Gatorade-electrolytes roots fit into these moments of sweat.”
