PepsiCo sports drink Gatorade is launching a major international campaign, "Make them sweat", built around its status as the official sports drink of Uefa.
It stars male and female players including five-time Ballon d’Or winner Lionel Messi and Manchester City Brazilian striker Gabriel Jesus.
A 90-second spot, called "Sweat chain", created by TBWA\Chiat\Day, features a series of scenes and images illustrating the extent to which fierce competition makes footballers (and their coaches) sweat.
It will launch initially on digital and later be shown on TV in several markets in Europe and Latin America, but it has yet to be confirmed whether this will include the UK.
The work was created by Ariel Abramovici and Bruno Acanfora, and directed by Aaron Stoller through Biscuit Filmworks. Activity also includes illustrated visuals by Brooklyn-based Colombian artist Diego Patiño. VMLY&R is the digital agency on the campaign, while OMD handles media.
Emiliano Di Vincenzo, general manager at Gatorade, said: "This campaign brings a lighthearted tone to a common motivator of the world's best athletes: make your opponents sweat. We know no matter the sport or playing field, the best athletes are the ones putting in the work and performing at their best, while their competition chases and sweats to keep up."
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