Gatorade's Propel Fitness Water and Michael B. Jordan Say: 'Make the World Your Gym'
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The city's shaking like mad, Michael B. Jordan. So run like the wind—and remember to hydrate!
A while back, Jordan drove a magic bus to celebrate the NBA's 75th birthday. Now, for Gatorade's Propel Fitness Water, we find the Creed III star dashing on foot as the streets flow and transform all around him.
Sidewalks shimmy, flat pavements erupt into steep hills and apartment blocks buckle.
So, maybe Mike shouldn't go jogging during an earthquake?
Actually, the ad's not menacing, just fanciful. It doesn't overreach and earns points for not crossing into CGI stupidity.
Best bit: When Jordan climbs car-tops as if he's scaling a rock wall. Goodby Silverstein & Partners developed the F/X-driven :30, illustrating the line, "Make the World Your Gym."
"Michael is front and center in this newest spot, meant to inspire exercisers to experience the joy that comes from reaching for progress in their workouts, while showing how Propel and the efficacy of our Gatorade-electrolytes empower you in these moments of sweat," says Emily Boido, a senior director for the brand.
"I have been lucky to be surrounded by people who inspire me to achieve more through a sense of community, whether it's in my workouts, or in my life, and I hope to do the same for others," Jordan says in press materials. "This partnership with Propel is a true collaboration that's about supporting those who are actively and intentionally looking to reach their goals and grow each day."
The work begins airing this week across NBA, WNBA and NWSL coverage, and will run during the summer's big tennis events, including Wimbledon and the U.S. Open. Ads break as Propel launches a tablet line extension, chasing growth in the beverage-enhancers category.