The Evolution of Gatorade

If you've watched any of the NBA playoffs, you've seen the following Gatorade commercial about fifty times. It's become such a sensation that even its absence from last night's Celtics/Magic game was conspicuous.

Almost everyone I've talked to about that commercial loves the song. Some research revealed that, despite the throwback Otis Redding sound, the song was actually recorded by Kermit Quinn from BLACKstreet and David Banner, the rapper and producer for Chris Brown, Lil' Wayne, and many other rappers. (There's also a full version of the song that I'll include at the end of this post for you to listen to. But beware, it will create a party in your brain). My research also revealed that Gatorade has used this commercial to create quite a wave of interest.. A quick Google search includes results from sports, marketing, and music sites, which is exactly what PepsiCo (Gatorade's parent company) wants.

A year ago Gatorade released a series of black and white ads that said nothing about the product. PepsiCo used the modern strategy of creating a buzz that made consumers seek out answers. Their intention was (and still is) to "revive" a product that, as recently as 2009, controlled 75% of the sports-drink market. The new spot, titled "Evolve," combines the market-seizing mentality with a song that evokes pure joy.

It all leaves me rather conflicted. I'm not blind to the fact that advertising is thrown in my face from every direction. It's impossible to watch even thirty seconds of any sporting event without seeing either a commercial, an instant replay sponsored by some light beer, or an obnoxious plug for the latest Law & Order or CSI rip-off, so it bothers me at least a little that I and other consumers actually like a commercial enough to want to watch it more, especially because I find the claims of the ad dubious at best.

Beneath the music, the "Evolve" ad reads, "In 1965, we started a revolution. Athletes trained longer, stronger, and changed the game. In 2010, we're changing the game again." The shots of Muhammad Ali, Michael Jordan, and Mia Hamm suggest Gatorade made their careers possible, but they also play on the emotions these athletes evoke. These are not only great athletes, they are important athletes. As much as they pushed their respective sports forward, these athletes also had profound effects on culture. One only needs to cite Ali's stance on the Vietnam War as evidence.

My problem with the spot is how it is simultaneously joyous and such an obvious money grab. The spot implies that Gatorade is responsible for things like Ali's anti-war stance, the way he poetically trash-talked himself into a cultural phenomenon, and ultimately became the beloved figure who lit the Olympic torch in 1996. Ali is an identity who quite literally has gone through an evolution. We shouldn't forget he was born Cassius Clay. Obviously, Gatorade has nothing to do with the evolution of Ali.

While Gatorade tries to conjure loftier intentions, "Evolve" merely advertises the new G series: three drinks designed to have athletes using their product before, during, and after their event. Not only does this series ask people to rely on Gatorade more frequently, but it also asks for more money. While a 20-ounce bottle of Gatorade costs about two dollars, the G series will be around seven dollars.

I also find it ironic that PepsiCo has chosen to use a song so clearly imitating the past to claim Gatorade is moving both the brand and the sports world forward.

As for the song, I appreciate not only the sound, but Banner's intentions. According to Rap Basement, Banner said, "Even though we're gonna be talking about evolution, I want to talk about our generation still having soul, that there's people still influenced by our mothers and our fathers." I can support that, absolutely, positively, 100%, despite my mixed feelings about the commercial.