Gatorade // Make defeat your fuel

We worship winners. We tell ourselves that they were just made differently... that they were born great. This of course is only half the story, because the other half is the part nobody ever sees. The obsessive, border-line manic focus that drives these athletes to overcome every obstacle as they scratch and claw their way into the Pantheon of sports icons. This commercial pulled back the veil and gave America a glimpse into the minds of 8 athletes, both legends and those still in the pursuit of sports immortality, to inspire a new generation of players to take their worst failures and turn them into fuel.


Agency: TBWA\Chiat\Day LA

Chief Creative Officer: Renato Fernandez

Creative Director: Mark Peters

Senior Creatives: Guy Helm, Chris Rodriguez, Ben Tolbert, Chris Juhas