Gatorade released a new campaign titled “All For Fun,” the latest instalment of its Fuel Tomorrow platform. Made in partnership with TBWA\Chiat\Day LA, the minute-long spot features a young roster of athletes.
Gatorade shows the sports stars playfully interacting with the next generation of athletes as they reflect on their own athletic roots and demonstrate camaraderie. This is the first-ever ad to feature Bueckers and Lawrence.
“Our latest creative, ‘All For Fun,’ is a reminder that most began playing sports simply because it was fun, and celebrates the joy of the game,” said Kalen Thornton, chief marketing officer at Gatorade, in a statement. “We hope this inspires the next generation and reminds others to create positive experiences no matter what game they play.” She added.
As a continuation of Fuel Tomorrow, which was launched in February to encourage greater access to sports facilities and community programs, “All For Fun” addresses the core issue that keeps young athletes from continuing their pursuit of sports: According to a report from the National Alliance for Youth Sports, a majority of kids are quitting by age 13 because they no longer find them fun.
“We are beginning to see incredible momentum with our partners, athletes and communities since launching our equity in sport commitment in February,” said Thornton. “I’ve been in awe of the way our Gatorade family has come together under the Fuel Tomorrow platform to help provide access to sport and inspire the next generation to play.”
“All For Fun” will play across TV, digital, streaming and linear, and will run across Little League World Series, US Open, Women’s World Hockey Championships, NCAA Football and NFL kick-off.