Gatorade Has Evolved - launch spot

"The launch of the G Series is the biggest innovation news in Gatorade history. As the inventor of the category, it's our birthright to come along and say, this is what the category is going to be like for the future…The campaign is the biggest spend for a launch in our 40 year history."

Sarah Rob O'Hagan, Gatorade's Chief Marketing Officer.

David Banner Talks Gatorade Ad Campaign

...Banner also discussed the making of his critically acclaimed Gatorade "Evolution" commercial, seen here. He says that the song he and singer Kermit Quinn made for the ad came out of a group meeting with the company. Banner also revealed that the lyrics to the song were essentially written on the spot during a Skype session.

"That [commercial] was an idea that [the Gatorade advertising team] came up with," he said. "They gave me the principles, and I had done the music already and they were so impressed they said, 'Why don't you do something like, if you want a revolution, evolve.' And I was like, 'Hey, that's actually it!' What's amazing is, and a lot of people haven't heard this story before, but I actually penned the song in front of the G-Team...we were on Skype, back and forth with [Kermit Quinn], the artist that was singing, and I was writing the lyrics and beaming it to [the G-Team], so they were actually a part of the process."

http://www.hiphopdx.com/index/news/id.12304/title.david-banner-talks-gatorade-ad-campaign

*copywriter - TV /creative director - print