Gatorade has launched its newest television ad of 2013, “Fixation.” Following the debut of “Lightning Bolt” earlier this year, the new spot continues to tell the brand’s story that the right fuel is just as important as training and mental toughness. Along with today’s ad launch, Gatorade.com and social channels will drive deeper consumer engagement by encouraging athletes to share their stories of competition and by providing them tools to outperform their rivals.
The new ad features two of the NBA’s best athletes, Dwyane Wade and Kevin Durant, in a battle to see who beats who on the way to the hoop, with a twist ending. “Fixation” is airing across high-profile basketball programming including the National Collegiate Athletic Association Sweet 16, Final Four and championship games, as well as NBA games though the playoffs. During this time, the spot will also air on cable programming including ESPN and MTV.
See the Fixation ad here: