Gatorade's 'Incredible Is Inevitable' Effort Puts Additional Focus On Youth Sports
Tuesday, June 28, 2016 at 11:34PM By Barry Janoff
June 28, 2016: Gatorade's roster of endorsers includes the likes of Serena Williams, Peyton Manning, Leo Messi, Dwyane Wade, J.J. Watt, Cam Newton, Bryce Harper, Usain Bolt, London Donovan, Karl-Anthony Towns and Michael Jordan.
But it is youth sports that are the focus of a new multi-media effort from Gatorade, which has unveiled a series of spots that look at football, basketball and soccer from the perspective of players who may someday join the brand's lineup of iconic pro athletes.
"Incredible Is Inevitable" takes an up-close and personal look at the three sports virtually from ground-level on the field, during practice and in the training rooms, showing how hard work and dedication tends to win out on the field, if not always in victories, certainly in personal gains and development.
The effort is part of Gatorade's platform to support youth sports, efforts that include The High School Athletes of the Year program; and alliances with such youth tournaments, camps and programs as U.S. Soccer Development Academy, Little League Baseball, Pop Warner, Five Star Basketball and ECNL Youth Women’s Soccer.
In "The Return," we follow youth and prep football teams from various parts of the country. As a marching band plays in the background, we see intense game and training shots.
A voiceover offers, "You say crazy. I say crafted. You say savage. I say practiced. Crazy. Crafted. Savage. Practiced.
"Let’s run the whole thing back," the voiceover says as the action continues. "You say unbelievable. I say achievable. You say incredible. I say inevitable. Unbelievable. Achievable. Incredible. Inevitable. Let’s run the whole thing back. The athletes who put in the work know that incredible is inevitable."
"Coast To Coast" follows the preparation and games of youth and prep hoops players. "You say insane. I say I trained. You say freakish. I say frequent. Insane. I trained. Freakish. Frequent. Let’s run the whole thing back. You say ridiculous. I say meticulous. You say incredible. I say inevitable. Ridiculous. Meticulous. Incredible. Inevitable.
"Let’s run the whole thing back. The athletes who put in the work know that incredible is inevitable."
"Counter Attack" takes viewers onto the youth soccer pitch. "You say brilliant. I say resilient. You say magician. I say repetition. Brilliant. Resilient. Magician. Repetition. Let’s run the whole thing back. You say phenomenal. I say methodical. You say incredible. I say inevitable. Phenomenal. Methodical. Incredible. Inevitable.
"Let’s run the whole thing back. The athletes who put in the work know that incredible is inevitable."
All three spots also feature various flavors of the product, which in some cases get trashed as athletes continue their intense play out of bounds.
According to Gatorade, The Gatorade Player of the Year award was "established in 1985 to recognize and celebrate the nation's most outstanding high school talents for their athletic achievement, academic excellence and exemplary character."