Gatorade: Float

Advertising Agency: TBWA\Chiat\Day, Los Angeles, USA
Global Director of Media Arts: Lee Clow
Chief Creative Officer: Rob Schwartz
Group Creative Director: Jimmy Smith
Creative Directors: Donna Lamar
Copywriters: Donna Lamar, Steve Howard
Art Director: Jayanta Jenkins
Group Account Director: Mark Hansen
Account Director: Jiah Choi
Account Supervisor: Jaclyn Corr
Sports Marketing AE: Drew Haberkorn
Group Planning Director: Scott MacMaster
Sr. Planner: Martin Ramos
Jr. Planner: Angela Craig
Jr. Planner: Daniel Teng
Executive Producer: Sarah Patterson
Assistant Producers: Sofia Akinyele, Danielle Tarris
Director of Business Affairs: Linda Daubson
Business Affairs Manager: Abilino Guillermo
Art Producer: Doğan Dattilo
Type Treatment: Tomato
Production Company: Smuggler
Director: Adam Berg
Executive Producer / Partner: Patrick Milling Smith
Executive Producer / Partner: Brian Carmody
Executive Producer / COO: Lisa Rich
Executive Producer: Allison Kunzman
Head of Production: Laura Thoel
Producer: Emma Wilcockson
Editorial: The White House
Post Producer: Justin Kumpata
Editor: Paul Hardcastle
Post Production: The Mill Los Angeles
Managing Director: Ben Hampshire
Producer: Enca Kaul
Lead Flame: Giles Cheetham
Sound Design: Lime Rohan Young

March 2010


everartz's picture
7609 pencils

the theme and the feeling makes me wonder if this commercial is aired in the black neighborhoods only!
nothing special by the way..

| Everartz |

Phil Lestino's picture
Phil Lestino
1684 pencils

Like the soundtrack....

Shubhra Aggarwal's picture
Shubhra Aggarwal
86 pencils

i like the soundtrack man! :)

spiergallo's picture
69 pencils

The slow motion is always nice to see and helps a lot...

felice's picture
73 pencils

...is even 1/2 creative video... but nice quality and soundtrack

satrianee's picture
3748 pencils

Very effective usage of slow motion and soundtrack. It is watchable every time you meet the commercial.
Black background is intended for the emphasis on the details i suppose, which worked beautifully.

Marlus Lau's picture
Marlus Lau
1808 pencils

Oh boy, what's this song. Sounds like crap!!!!

Mr. sound designer, what a shame...maybe you should listen to some e-music before doing this!

RSimmonds's picture
68 pencils

Nothing special - Great visually but its been done...
Millions and millions of times before.

Huub's picture
248 pencils

Art is really nice, think the slowmotion really ads intensity to the sports.

Ed Rapport's picture
Ed Rapport
724 pencils

A lot better than those crummy print executions.. the slow motion was a cool effect, and I like how they speed it up right when each athlete was nearing the end moment of their athletic execution. I may decide to drink a bottle of G2 now..

NomadDCLXVI's picture
443 pencils

very tasty execution. makes me wanna see it again. and soundtrack is very good.


pixels's picture
19 pencils

I Like It, Good Job.

AssassinX's picture
1329 pencils

It works although nothing special

wazaroo's picture
2 pencils

That's a fantastic list of credits!! 36 people to make one incredibly ordinary tvc? Awesome. I wonder how many of you it would take to make a good one?

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