Gatorade: Fixation

Fixation is a 'win from within' story about the relentless inner drive of athletes to be the best they can. Kevin Durant will go up against Dwyane Wade in a battle for who beats who on the way to the hoop.

Original Composition

Advertising Agency: TBWA\Chiat\Day, USA
Chief Creative Officer: John Norman
Global Group Creative Director: Brent Anderson
Global Creative Director: Jayanta Jenkins
Associate Creative Director / Copywriter: Gustavo Sarkis
Associate Creative Directors / Art Directors: Renato Fernandez, Guto Araki
Executive Producer: Sarah Patterson
Producer: Katie Lambrecht
Assistant Producer: Garrison Askew
Executive Project Manager: Karen Thomas
Managing Director: Nick Drake
Group Account Director: Blake Crosbie
Global Account Director: Caroline Britt
Management Supervisor: Magdalena Huber
Global Management Supervisor: Chris Crockett
Account Supervisor: Kyle Webster
Global Account Supervisor: Catherine Fishback
Account Executive: Robyn Baker
Sports Marketing: Lexi Vonderlieth, Brynn Cameron
Group Planning Director: Scott MacMaster
Planning Director: Martin Ramos
Planner: Rebecca Harris
Junior Planners: Katie Acosta, Matt Bataclan
Director of Business Affairs: Linda Daubson
Senior Business Affairs Manager: KK Davis
Talent Payment Manager: Vanessa Aniles
Traffic Manager: Jerry Neill
Production Company: MJZ
Director: Rupert Sanders
President: David Zander
Executive Producer: Kate Leahy
Producer: Laurie Boccaccio
Editorial: Rock Paper Scissors
Executive Producer: CL Weaver
Head of Production: Angela Dorian
Editor: Kirk Baxter
Post EFX: The Moving Picture Company
Executive Producer: Asher Edwards
Producer: Juliet Thierney
Supervisor: Paul O’Shea
Music: Amber Music
Composer: Eugene Cho
Executive Producer: Michelle Curran
Sound Studio: LIME STUDIOS
Mixer: Rohan Young
Executive Producer: Jessica Locke
Sound Design: Barking Owl

March 2013


kleenex's picture
39499 pencils

I hope that was enough people that worked on this ad.

VampAd's picture
1153 pencils

The best "basketball" ad of all time, in my opinion.

hmaffia's picture
747 pencils

One of the greatest Gatorade ad in a long time.

power0903's picture
16 pencils

simple & kkkkk

dotunbello's picture
148 pencils


Klara K.'s picture
Klara K.
2820 pencils

It needs to be more dynamic.'s picture
160 pencils

Nice!!! I do agree with Running Pie. It could be a bit shorter. Right now definitely the product placement is over-the-top. But hey, it's advertising!

Rock on!

the_lizard_king's picture
1259 pencils

I loved the ad.

And then GOD said...
Let there be creativity!!!

ozinga's picture
41 pencils

I love the ad especially the end part is great

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