Releases – USA
(03/06/23). Energy drink brand Powerade has announced its collaboration with basketball player Ja Morant, star of the new “What 50% More Means” campaign, created by David and Ogilvy New York within the framework of WPP’s OpenX.
This is “the biggest campaign in the history of the brand” and highlights the effort and dedication of athletes.
Set to the sound of rapper NLE Choppa, the TV spot (see below), which hits the US screen next Tuesday (14) during the NCAA March Madness, aims to show Morant’s journey “in the most authentic way possible “, with narration by his father, Tee Morant.
The film presents moments lived by Morant, which were recreated to illustrate the work done by the athlete to become what he is today.
In addition to the television ad, the communication is made up of pieces for digital media, outside the home, radio and social networks. Powerade has been an official partner of NCAA March Madness since 2010.
The launch of the ad campaign comes shortly after the brand announced a new formula and new packaging.
The campaign team includes Brazilians Sylvia Panico, global COO; Pedro Sattin, art director; Sandra Azedo, global director of public relations, and Luiza Prata Carvalho, general director of David.
What 50% More Means. Advertiser: The Coca-Cola Company. Brand: Campaign Powerade . Product: Institutional Campaña Powerade . Advertising agency: DAVID New York y Ogilvy New York. CCO: Global: Pancho Cassis // Global COO: Sylvia Panico. Creative director: André Toledo, Pete Nordstrom, Jonathan Yurek. Audiovisual production: Smuggler. Post production: Cabin Edit. Executive producer: Jaclyn Larson. Agency Producer: Thomas Diego. Art director: Jonathan Yurek, Pedro Sattin. Director of photography: Arseni Khachaturan. Editor: Pete Nordstrom, Sebastien Rouviere. Editor: Matt Schaff. Country: USA. Category: Non-alcoholic beverages.
