The Gatorade campaign revolves around water caps that have been manipulated to look like abstract people. Nevertheless, this connection might take a section to make considering the not-so-common poses they are fashioned into. From bent over runners to puking basketball players, each character in the Gatorade campaign appear to be defeated in one way or another. The reason why? As stated right in the tag line, "Because water is not enough. That’s why.”
Conceived and executed by the DDB ad agency branch based in the Philippines, the Gatorade campaign was art directed by Cardy Santos with creative direction by Joey Ong. A simple concept with a big impact, the Gatorade campaign shows that athletes will benefit from this drink.