Gatorade in Brazil produced a print advertising campaign featuring kids powered up to emulate their heroes. A young boy leaps into the air in just the same way Pele did at the World Cup soccer final against Wales in 1958. A young boy triumphs over his boxing rival in the same way Mohammed Ali (Cassius Clay) knocking out Sonny Liston in the first minute of the first round in 1965. Another young boy leaps toward the board for a slam dunk in a basketball game in the same way Chicago Bulls player Michael Jordan would.
The Gatorade Kids campaign was developed at AlmapBBDO, Sao Paulo, Brazil, by executive creative director Marcello Serpa, creative directors Luiz Sanches, Dulcidio Caldeira, copywriter Gustavo Sarkis, art director Renato Fernandez, account supervisor Ricardo Taunay, and advertiser’s supervisor Guillermo Roman.