Using a powerful filmic approach, Powerade beautifully dramatizes the moment that unifies amateur and professional athletes alike: the point when they hit the dreaded ‘wall’ and need that push to ‘Power Through’.
Conceived in partnership with creative agency Wieden+Kennedy Amsterdam, the campaign draws its inspiration from the coach, whose belief and motivating voice propel athletes past the breaking point. The coach is a metaphor for Powerade, which rehydrates in those moments of need.
