With one of sport's most anticipated stages on the horizon, POWERADE® – the Official Sports Drink of the FIFA World Cup™ – is back on the sidelines. POWERADE today unveiled the second ad from its new “That’s Some Kind of Power” campaign.
“That’s Some Kind of Power" debuted earlier this year during NCAA March Madness with a 30-second ad titled “Ankles”. The basketball-themed spot lifted the veil on the new platform celebrating POWERADE’s deep roots in sports by using hyperbole and humor to give powerful moments even more power.
“Movie”, meanwhile, features a familiar bodega owner who envisions the soccer fame he would have enjoyed if he'd only had POWERADE back in his day. A colorful flashback includes crazy slide tackles and an epic bicycle kick.
“‘That’s Some Kind of Power’ celebrates the most powerful moments in sports,” said Jason McAlpin, senior brand manager, POWERADE. “We had such a positive reaction with 'Ankles' during March Madness, and we’re excited to continue building on that momentum with 'Movie'. You can expect POWERADE to show up during those jaw-dropping moments in the FIFA World Cup.”
The new platform is a complete shift in tone for the brand. POWERADE's previous campaign, “Just A Kid”, highlighted athletes’ humble beginnings, while “That’s Some Kind of Power” presents moments of power through humor. It also focuses on the intrinsic benefits POWERADE and POWERADE ZERO bring as the fuel for athletes to “Power Through.”
“We couldn’t be happier with the second chapter of our new brand platform,” said Alex Ames, senior IMC manager, POWERADE. “We’re confident the spot's unique tone will break through during soccer’s most powerful tournament, and leave people thinking about the brand in a different light.”