It started with a brilliant stroke of cryptic genius: Sports and entertainment figures in stark black-and-white, describing the power of "G." Interest was piqued as "What is G?" became the most-searched term on Google, ahead of "Obama" and "porn," even.
The big reveal was the Super Bowl; The same black-and-white figures announced that "G' was, in fact, Gatorade. But it was NBA All-Star weekend when Gatorade's journey into the advertising unknown began.
The sports-drink giant hit the airwaves with "The Quest for G," a
series of spots (and companion web-videos) which featured Kevin
Garnett, Derek Jeter, Usain Bolt and a slew of other sports figures as
a group of knights on a journey to find "G." Produced by TBWA,
the agency responsible for Pepsi's latest rebranding, Apple's "Green"
ads and Visa's "Go World" campaign, the "Quest" is a straight-takeoff
of Monty Python and the Holy Grail.
Traditionally, Gatorade has married themselves to the sports and athletes they fuel, their "Is IT in you?" campaign as a prime example. The "Quest" - and most of the content on MissionG.com, for that matter - is taking a shot at capturing a younger market, utilizing the same irreverence that was the basis for campaigns from Burger King and Snickers.
The drink labeled "G" hasn't entirely abanoned their previous efforts. You can still find videos with athletes, both professional and common, on MissionG.com, but they're mixed with cartoons about skateboarding rappers, freestyle dance competitions and fashion news. It was a bold (and entertaining) move from Gatorade, but in the end, I somehow doubt the "Quest" will have their thirst-quencher flying off the shelves.
Traditionally, Gatorade has married themselves to the sports and athletes they fuel, their "Is IT in you?" campaign as a prime example. The "Quest" - and most of the content on MissionG.com, for that matter - is taking a shot at capturing a younger market, utilizing the same irreverence that was the basis for campaigns from Burger King and Snickers.
The drink labeled "G" hasn't entirely abanoned their previous efforts. You can still find videos with athletes, both professional and common, on MissionG.com, but they're mixed with cartoons about skateboarding rappers, freestyle dance competitions and fashion news. It was a bold (and entertaining) move from Gatorade, but in the end, I somehow doubt the "Quest" will have their thirst-quencher flying off the shelves.
