The Australian Socceroos are out of the World Cup. In the last minute of a 94 minute match the Italians were awarded a penalty shot that was almost impossible to miss. Mark Schwarzer, goalkeeper, needed superhuman capacity to stop the goal. Which is what Coca Cola portray in their current TV advertisements promoting promotion of the Powerade Isotonic formula. Beginning in May Coca Cola rolled out a series of 15, 30 and 60-second spots featuring key members of the Qantas Socceroos transformed into men of muscle and sinew playing football. The television ads have been supplemented by an outdoor campaign across Australia. On 25 May Coca Cola hosted the Powerade Cup, the pre-World Cup in which Australia’s national men’s football team beat Greece.
The 60 second Powerade TV ad begins with a solitary ball. Mark Schwarzer faces Mark Viduka, motioning for him to ‘bring it on’. As he dives to deflect the ball, his uniform and skin is stripped away to reveal the muscles and sinews at work. As he hits the ball he changes back to his normal form to negotiate his landing. John Aloisi, number 15, leaps into the air to head a ball, once again showing his muscles at work. Marco Bresciano brings the ball down the field, his muscles rippling as he takes each step. The camera switches to an aerial shot of a night-lit stadium. A player takes a swig of Powerade Isotonic. Viduka, Schwarzer, Bresciano and Aloisi walk onto the field along with their Powerade doppelgangers, each eventually melding into their double. Finally the opening eleven stand togther under the light, their backs to the camera revealing their positions. The tagline: “Help your body keep up with your mind”.
The team in the shot are from left: Tim Cahill (4), Scott Chipperfield (14), Brett Emerton (7), Jason Culina (5), Tony Popović (6), Harry Kewell (10), Lucas Neill (2), John Aloisi (15), Mark Bresciano (23), Mark Schwarzer (1), and Mark Viduka (9).
The Powerade Isotronic Socceroos campaign was developed at Publicis Mojo, Melbourne, by creative director Nick Worthington, copywriter Guy Denniston, art director Emmanuel Bougneres, and agency producer Corey Esse.
Music is “Awesome” by Spiderbait.