Gatorade is throwing it back to their classic “Is It In You?” slogan from the ’90s and ’00s in their latest campaign, which marks their 60th birthday. Talk about a nostalgic throwback!
The centerpiece? A killer 60-second spot narrated by none other than Kendrick Lamar (yep, the 22-time Grammy winner) with his track “Peekaboo” setting the vibe. It kicks off with that classic Gatorade shower moment after the Eagles’ Super Bowl win before featuring a parade of sports stars like Clark, Wilson, Tatum, Dončić, and Sanders.
“How much are you willing to lose?” Kendrick asks, before diving into the origin story of Gatorade, born back in 1965 for the Florida Gators. He wraps up with the money line: “So how much sweat are you willing to lose? That’s how you know how much you’re willing to win.” Boom.
Fun fact: Kendrick actually shows up in the ad himself—the first musician ever to appear in Gatorade’s creative. This partnership comes fresh off his Super Bowl halftime show (the most-watched of all time!) and as he launches his Grand National Tour. Smart move by Gatorade to tap into culture and build some serious fan loyalty.
The campaign, cooked up by TBWA/Chiat/Day LA, isn’t stopping there—there’s a 30-second spot dropping next week, plus more videos and local market takeovers featuring Gatorade’s athlete crew.
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