# Defeated Water Cap Ads The Gatorade Campaign Shows that Water is Not Enough By Meghan Young | Published 2012-10-29 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/gatorade-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/10/gatorade-running-football-basketball/) & [ddb](http://www.ddb.com) The [Gatorade](https://www.trendhunter.com/trends/gatorade-canada) 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](https://www.trendhunter.com/trends/beverage-campaign), 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](https://www.trendhunter.com/trends/made-for-athletes). ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 38% | Activity: 55% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Key Themes Behind This Trend - **Manipulated Water Caps:** Creating abstract people using water caps presents disruptive innovation opportunities in advertising and design. - **Defeated Characters:** Portraying defeated characters in advertising campaigns opens up disruptive innovation opportunities for messaging in various industries. - **Water Is Not Enough:** Highlighting the insufficiency of water as a beverage choice creates disruptive innovation opportunities in the beverage industry. ### Where This Applies - **Advertising:** Using manipulated water caps and defeated characters in ad campaigns can lead to disruptive innovation in the advertising industry. - **Design:** Exploring the creative use of manipulated water caps can bring disruptive innovation to the design industry. - **Beverage:** Promoting alternative beverage choices by emphasizing the insufficiency of water opens up disruptive innovation opportunities in the beverage industry. ## Related on Trend Hunter - [Youth-Targeted Water Ads](https://www.trendhunter.com/trends/wylers-light.md) - [Iconic Sports Drink Campaigns](https://www.trendhunter.com/trends/gatorade-canada.md) - [Empowering Soccer-Inspired Campaigns](https://www.trendhunter.com/trends/renowned-soccer-icons.md) - [Redesigned Sports Drinks](https://www.trendhunter.com/trends/choose-better-campaign.md) - [Inspirational Athlete Campaigns](https://www.trendhunter.com/trends/it-takes-more-to-get-this-far.md) - [Barrier-Breaking Sports Campaigns](https://www.trendhunter.com/trends/fuel-tomorrow.md) - [Art-Branded Sports Drinks](https://www.trendhunter.com/trends/gatorade-thirst-quencher.md) - [Energetic Filtered Water Campaigns](https://www.trendhunter.com/trends/taste-over-everything.md) - [Althete-Focused Hydration Solutions](https://www.trendhunter.com/trends/gatorade-1.md)