Gatorade fuels hockey

The G Series gets a push from Sid the Kid.

In honour of Sidney Crosby’s return to the ice, Gatorade, with the help from TBWA\Toronto, has released its new spot promoting the G Series. The ad features split-screen imagery showing all the work that goes into that single moment of a game-winning shot. “You fuel. You train. You push” the mantra says over and over again. Gatorade is, of course, hoping to be that fuel. However, we’ll keep our clumsy feet on the sidelines and leave the skating to the pros.


advertiser: PepsiCo
director of marketing: Shirley Mukerjea
agency: TBWA \Toronto
CCD: Jack Neary
CD: Mark Mason, James Ansley
ACD / AD: Rodger Eyre
ACD / copywriter: Jonathan Smith
account director: Patrick Lemoine
account executive: Jordan Cappadocia
agency producer: Sharon Kosokowsky
production house: Sons & Daughters
director: Mark Zibert
producer: Liane Thomas
editor: Mark Piava – Poster Boy
sound design: Adam Damelin
recording studio: The EggPlant
special effects and animation: Sean Cochrane – The Vanity
music: Adam Damelin
colour grading: Wade Odlum – Alter Ego