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Tuesday, February 10, 2009

What's "G"?... Wait, what's a "Jabbawockee"?

By Rob

I'm sure by now everyone who owns a TV is familiar with the recent Gatorade ad campaign, "What's G?" It's simple, mildly clever and seemingly effective.



The format is simple. Lil' Wayne narrates as the camera scrolls past athletes shot in black-and-white, from the waist up, before eventually landing on the "G" logo. There are a few versions of the commercial, starring different athletes, and some are stronger (in terms of featured talent) than others.

There's a great streak of cool athletes in this particular ad, and I don't know if it can be beat. In order, we see the following:

Derek Jeter: "Mr. November"; captain of the New York Yankees; perhaps one of the most recognizable athletes the sport of baseball has ever had... Jeter has 4 well-deserved World Series rings and is, with 9 All-Star games, a clear fan favorite. He's a Hall of Famer. Nice pick, Gatorade. Let's move on...

Bill Russell: Synonomous with the word "champion." In a 13-year career, Russell was an 11-time NBA Champion, 5-time NBA MVP, 12-time NBA All-Star, the first African-American NBA coach (2 NBA championships as a player-coach), and more... He won two NCAA championsips at San Francisco and a gold medal in the 1956 Olympics. He's a pro and college Hall of Famer. I never grow tired of seeing the big guy donning a big smile. Thanks, G.

Muhammad Ali: "The Greatest"... "The Champ"... Ali was a 3-time heavyweight champion of the world, a gold medal winner in the 1960 Olympics, and was named Sports Illustrated's "Sportsman of the Century". When you talk about recognition in sports, there's Ali and Jordan, and then there's everybody else. Bill Russell then Ali? Is this a dream? Where can I buy whatever it is you're selling? Is this enough? (dumps out wallet)

Chaz Ortiz: He's a push. Yes, he's the skateboarding prodigy (at age 14 he's the youngest person to ever win a pro contest) but where was, say, Tony Hawk or Shaun White? Too expensive? Locked up with another drink/soda? Well, admittedly, it's nice to have "the future" represented.

So OK guys, that's the commercial. Pretty neat, right? My next post will be--

Wait, what?...

There's someone else?...

The what? ...Who are the Jabbawockeez?...

A dance troupe?! Wasn't Muhammad Ali like right before them? But.. he beat up people for a living...

What is Gatorade trying to do by putting them in this? What new market are they trying to crack? Derek Jeter is a respected athlete and has dated most of the Maxim Hot 100 list. Bill Russell was one of the greatest athletes of the past century. Ali is Ali. And sure, Ortiz was questionable but he's like the next Tony Hawk. These are rising talents, true sportsmen, icons... What do the Jabbawockeez bring to the table? How very, very strange

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