For their latest commercial, Gatorade has enlisted the help of not one, but two NBA superstars. In "Fixation", Gatorade pits Dwayne Wade against Kevin Durant, a matchup that would attract the interest of any fan. The ad plays on every athletes' worst nightmare, someone being better than you.
Gatorade's timing could not have been better. The NBA regular season is wrapping up and the postseason is right around the corner. By choosing Durant and Wade, Gatorade is making a play on the expected NBA championship matchup between the Oklahoma City Thunder and Miami Heat. Both teams are at the top of their divisions and met in the NBA title game last year.
Another noticeable change in Gatorade's commercial is the tagline at the end. For years Gatorade has used, "is it in you?", but in their latest ads you'll notice the tagline "Win from Within."
Building off of the emerging rivalry of the Thunder and the Heat, Gatorade might have just given fans a preview of what's yet to come...
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