Entitled 'Ankles,' the 30-second spot will be the first of a series of nationally-televised spots that Powerade said will “bring to life the brand’s new platform.” The campaign stars a bodega owner thinking about what his life could have been if he had Powerade in his life back in his playing days.
In 'Ankles,' the bodega owner does a little revisionist history, saying that if he had the kind of power that came with drinking the sports beverage, his career would be one where he’s breaking everyone’s ankles. Including the referees. And the peanut vendors. His “power”-ful skills transcend the court, where two weeks later, a recorded footage of his performance shows he “broke” the ankles of viewers at home. When the smoke clears, everyone’s on their knees — as the younger bodega baller makes an uncontested three-point jumpshot.
“Man,” he snaps out of his hyperbole-filled fantasy almost wistfully as his bodega cat watches from above, “that is some kind of power.”
Wieden+Kennedy Portland made this anthem and five other 15-second spots to run during the 68-team tournament known as “March Madness.” In a statement, Powerade, the official sports drink of the college athletics association, said its new spots "build on Powerade’s deep roots in sports, utilizing hyperbole and humor to give powerful sporting moments even more power."
Alex Ames, senior IMC manager at Powerade, said: “‘That’s Some Kind of Power’ was born from the realization that we wanted a product-focused campaign that differentiates Powerade in the increasingly competitive sports drink category. We’re excited to bring a bit of humor and fun to a category that has become overly serious. At the end of the day, sports should be fun.”
Jason McAlpin, Powerade’s senior brand manager, added: “The new platform celebrates the most powerful moments in sports. You can expect Powerade to show up during the most iconic moments and events in sports, highlighting those jaw-dropping highlights that you have to see to believe.”
Accompanying creative will roll out in a 360-campaign throughout the year, utilizing online, social, experiential and influencer-based executions to showcase the 30-year old brand’s new messaging. Powerade, also an official sponsor of the Fifa World Cup. will have a series of soccer-themed spots airing later this year.