This campaign introduces the 2016 MKX. Matthew McConaughey playing himself, goes out one evening to meet friends. We follow him on his journey and are with him as his night unfolds.
The three character biopics provide backstory while also highlighting features of the new MKX.
Our mission was to rebrand Gatorade, a heritage brand that was losing relevance with their market. Kids thought of Gatorade as their grandfather's sports drink. We brought the brand back, giving it pop cultural relevance while also retaining it's heritage. And we started a chant that's still used in high school's today. Now, That's G.
Quest for G was the first long format, multi-platform creative for Gatorade. Originally, slotted to run on the Super Bowl, this conceptual idea based upon Monty Python's The Quest for the Holy Grail set the tone for the breakout creative we wanted for the rebrand of Gatorade. This content includes a trailer, individual spots and a nine minute mini move.
The task was to introduce Gatorade's New G Series, which we did with this campaign by sending our athletes back in time with Gatorade's newest innovation. Serena Queen of Aces became the centerpiece of this this campaign, airing just after she won the Australian Open with 5 aces.