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Slate.Com Table of Contents Fighting Words Don't Let the Mullahs Run out the Clock Slate.com Table of Contents fighting words Don't Let the Mullahs Run Out the Clock foreigners ad report card Europe to America: We Surrender! What's Up, G? foreigners Advanced Search They Kill Journalists, Don't They? art foreigners Strike a Pose Witless Protection books gabfest Seven Habits of Truly Liberal People The Friendly Taliban Gabfest change-o-meter gaming Mountie Up I Was Told There Would Be No Math change-o-meter gaming Home Ec What's Killing the Video-Game Business? change-o-meter grieving Economic Empathy Tour '09 The Long Goodbye chatterbox human nature Kill the Carpetbagger The View From Above culturebox human nature Don't Worry About Conan Color ID culturebox jurisprudence Great Book, Bad Movie Reform School culturebox jurisprudence Top Yogi Welcome Back Khadr? day to day jurisprudence From Prada to Prison Textual Misconduct dear prudence moneybox The Fixated Fiance The Big Rich dispatches moneybox Paper Love: Inside the Holocaust Archives Public Relations Fiasco explainer my goodness Decapitation and the Muslim World Charity Begins at Home explainer number 1 Late Model The Hardest-Working Hand in Show Business explainer obit Sub Standard "What Are They So Scared Of? I'm Just a Little Old Lady." fashion other magazines Dispatches From Fashion Week The Joy of Stress fiction poem All Along, This Was What Was Supposed To Happen "The Sound That Wakes Me at Night, Thinking of It" Copyright 2007 Washingtonpost.Newsweek Interactive Co. LLC 1/116 politics today's papers Take the Money and Run No One Can Escape the Crisis politics today's papers Yes, We Can, Eh? Detroit Gets Back to Washington politics today's papers The Burris Doctrine So Long, Car Czar press box today's papers Not All Information Wants To Be Free Geithner Pitches Plan Across the Pond recycled today's papers Demetri Martin's Slate Diary Obama's Bill To Stimulate Nation slate v tv club The Patient Actor Friday Night Lights, Season 3 slate v war stories Dear Prudence: Engagement Ring Secret The Pakistan Problem sports nut well-traveled Deep in the Glute of Texas Men at Work: Artisans of Old Japan technology How To Go to Harvard for Free technology In Search of Microsoft Geniuses ad report card What's Up, G? television The mystifying, abysmal new ads for Gatorade. Eurosports By John Swansburg Monday, February 16, 2009, at 9:35 AM ET the audio book club The Audio Book Club on Rabbit, Run The spot: "What's G?" asks a disembodied voice. The voice, the best policy familiar to hip-hop fans as that of rapper Lil Wayne, proceeds to The $500,000 Limit Is Not Enough explain that "G" is "gifted," "glorious," "golden," and also "the emblem of a warrior." As he speaks, a series of athletes, shot in the green lantern black and white, scroll across the screen. Several are instantly The Green Hereafter recognizable (Muhammad Ali, Derek Jeter); others are harder to place. The last individuals to appear on screen are a troupe of the oscars masked dancers. A large "G" appears on screen. "That's G," the The 2009 Academy Awards voice concludes. the oscars Let's Talk Oscars (Click here to view an alternate version of the ad.) the oscars In case you are still confused, the G in this ad stands for Captain Charisma "Gatorade." The ad first aired Jan. 1 during the Rose Bowl. No indication was given as to what it was advertising, leaving today's business press viewers to ponder the possibilities. It wasn't until the Super Bowl The "Cricket Tycoon" Nabbed that Gatorade officially revealed that G is the new face of its product. The monthlong mystery was designed to generate buzz today's papers California Lives! (For Now) for a major rebranding effort, now under way. Pick up a bottle of Gatorade Frost Glacier Freeze (i.e., blue) and you'll notice the today's papers familiar "Gatorade" logo has been pushed aside by a large, A Helping Hand for (Some) Homeowners stylized G. Several products have also been renamed. If, like me, your Gatorade purchases tend to occur in the aftermath of a Copyright 2007 Washingtonpost.Newsweek Interactive Co. LLC 2/116 dehydrating night of drinking irresponsibly, rest assured—the Gatorade, unceremoniously dropped the rapper Ludacris as a reason you can't find the Gatorade Fierce isn't because you're spokesman after Bill O'Reilly made a fuss about his bawdy still drunk. Gatorade Fierce is now called Gatorade Bring It. lyrics. The Lil Wayne songbook makes Luda's seem quaint by comparison. Wayne once recorded an extended apostrophe to the Sarah Robb O'Hagan, Gatorade's chief marketing officer, female sex organ in which he compared his love of cunnilingus explained to me that the idea behind the new look and the new to Cookie Monster's love of cookies. ad campaign is to make the brand feel more contemporary and to appeal to the next generation of electrolyte drinkers. Do the ads I'm not so easily scandalized as O'Reilly, and if he'd been used pull this off? differently, Wayne might have been a brave, inspired choice. (To see how a Wayne cameo can be used to great effect, see this You certainly can't accuse them of skimping on the casting recent Nike ad.) But Gatorade wanted him only for his voice, in budget. Gatorade has always used athletes as spokespeople, but the hope it would prick the ears of his young fans. Gatorade's it's never assembled so large or diverse an ensemble as this. O'Hagan told me the rapper had no input on the wording of the Pretty much every corner of the sports world is represented: ads, and it shows. The script reads like the minutes of a late- basketball (Dwyane Wade), baseball (Jeter), tennis (Serena afternoon brainstorming session at Gatorade HQ: What are some Williams), golf (Tiger Woods). g-words we associate with our brand? Shout 'em out people. Gutsy. That's good. Glorious. Nice one, Renee. Emblem of a warrior. Hmm … doesn't begin with "g," but that's all right! If But these athletes aren't working out, drinking Gatorade, and sweating blue, as they would in a Gatorade spot of yore. Nearly only Gatorade had furnished Wayne with some cough syrup, a all of them are wearing street clothes. The effect is to add blunt, and a bag of gummy bears and let him riff on what G is. another layer of mystery to the ad: Who are these people? It's easy to recognize three-time NASCAR champion Jimmie Squandering the talents of Lil Wayne is bad enough, but Johnson when he's wearing his fire suit. Put him in something Gatorade also hired Spike Lee—who's created great sports ads more flammable and he's harder to make out. before, for Nike—without getting much to show for it. The look and feel of the G ads feels borrowed from will.i.am's "Yes We Can" video—unnamed celebrities filmed in black and white In some ways, this guessing game works to Gatorade's against a black backdrop. Lee's direction fails to unify what in advantage. Even if you don't care what G stands for, the ad the end feels like a hodgepodge. It's as if Gatorade execs had tickles your curiosity: "Is that Picabo Street?" you can't help but ask yourself. "I think that's Picabo Street." Before you know it, thrown everything they'd read was cool these days into a pot and you're running up Gatorade's YouTube numbers. Yet the stirred. Viral campaign: check. Hip-hop dance crew: check. Lil Wayne: check. Barack Obama: check. diversity of the cast is also confusing. Who's that cocky little kid who shows up after Muhammad Ali? And for the love of god, who are those homicidal maniacs doing that freaky dance This undisciplined approach is particularly surprising given the routine? source. Gatorade ads haven't always been pathbreaking works of invention, but they've gotten their point across. You have to admire the simplicity of the "Be like Mike" campaign—does a They are, respectively, Chaz Ortiz, a 14-year-old skateboarding pitch get more straightforward than that? Even the more recent phenom, and the Jabbawockeez, a hip-hop dance crew that ads featuring athletes sweating Gatorade, while somewhat gross, favors Jason-style hockey masks. No knock on skateboarding or were memorable and appealed to the product's core consumer: hip-hop dance, but do these guys belong in the same commercial as Bill Russell? athletes. Gatorade has recently lost some market share to Coca-Cola's Ortiz and the Jabbawockeez stick out as a sop to a younger Powerade, but I blame vitaminwater for having inspired generation. So does the casting of Lil Wayne, who never appears Gatorade's muddled approach in this campaign. Vitaminwater, on camera but whose croak is unmistakable. There's no gainsaying Wayne's popularity. Critics love him. The pop charts also owned by Coca-Cola, has gone after the sports crowd by signing up fan-favorite athletes to star in quirky commercials. love him. The Recording Academy loves him. He also happens But it's also found flavored-water drinkers in places Gatorade to be a sports nut. He blogs on ESPN.com, recently made a guest st hadn't thought to look: It's courted health-conscious bohemians appearance on ESPN's 1 and 10, and has a tattoo of the ESPN by spiking its beverages with guarana and taurine; it's appealed logo on his forearm.
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