Gatorade 'michael jordan' by TBWA\Chiat\Day Los Angeles

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TBWA\Chiat\Day Los Angeles has created a new TV spot to promote a limited edition set of Gatorade bottles in honour of basketballing legend Michael Jordan.

Video 1: jordan performance art

Video 2: behind the scenes

The ad, along with behind-the-scenes footage, shows a group of people constructing a physical representation of an image of NBA star, Michael Jordan, in action.

Over 14,000 Gatorade bottles were placed in a carefully-engineered sequence into holes of numerous light boxes.

The work was completed in 16 hours in a Chicago playground to the beat of makeshift drums made from Gatorade bottles.

Gatorade-specific colours were the only palette used to make up the piece.

Michael Jordan provides the voice over at the end of the ad urging people to collect all six in the limited edition Jordan series.

The bottles come in three colours, red, blue and gold, all in keeping with the Gatorade colour scheme.

The strapline reads: "That's G".

 

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Released: 29 July 2009

Creative in this campaign:

Credits

Project name
“Jordan Performance Art”

Copywriter
Kamal Robinson, Donna LaMar, Patrick Almaguer, Blake Kidder

Art director
Jayanta Jenkins, Paul Nguyen, Jeremy Stabile

Production company 
@radical.media

Director
Gary Freedman of The Glue Society

Editor 
Rick Shambaugh

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