Gatorade is always looking for new ways to help athletes win from within. So we tapped into a counterintuitive source of inspiration. Rivals. Whether you’re a young athlete or a hall-of-famer, nothing raises your game like the love/hate relationship between you and your rival. They make your life hell, but they also make you great.

You can’t fake the heat of a real rivalry. So we worked with the greatest, real rivals at every level of sports to create a campaign designed to inspire athletes and non athletes to find a rival and up their game.

The campaign was featured in Lürzer’s Archive Magazine’s 05-2019 Issue, went on to be the most viewed video on Gatorade’s YT channel, and even went on to inspire fan recreations.

Agency: TBWA\Chiat\Day
Role: ACD/Lead Writer

GCD: Mark Peters
CD: Doug Menezes
ACDw: Adam Aceino
ACDa: Paulo Cruz
DofArt: Bruno Regalo
Director: AG Rojas
Prod: Chris Spencer