TBWA/Chiat/Day created a very strong video for Gatorade, celebrating the 40th anniversary of Title IX.
The video takes place at the girls soccer pitch. They play the game until they hear a voice, encouraging them to drop sports and become beautiful, fashionable and concerned about their bodies. The campaign supports female sports. According to it, both sexes equally participate in sports from the age of six. However, from the age of 14 the number of female athletes decrease.
The video suggests that the market has a huge impact on girls’ future, encouraging them to drop sports.
Watch the video and share your opinion about it.
Agency: TBWA/Chiat/Day Los Angeles
Worldwide Creative Director: Lee Clow
Group Creative Director: Steve Howard
Group Creative Director: Brent Anderson
Creative Director/Copywriter: Linda Knight
Associate Creative Director/Art Director: Mariota Essery
Copy Writer: Rebbie Groesbeck
Art Director: Jennifer Tranbarger
EP: Sarah Patterson
Producer: Matt Magsaysay