Powerade The Never Ending Game

Powerade is promoting its association with the FIFA World Cup with The Never Ending Game (El Juego que Nunca Termina), an online experience that depicts what happens inside the human body when faced with different physical and mental scenarios while playing football. The digital film, hosted on www.youtube.com/powerade, showcases a never-ending football game played around the world and allows a viewer to click on certain frames for a “deep-dive” look at what is happening inside the minds and bodies of the characters. In one example, a viewer can follow the course of Powerade inside a player’s body to see how various organ functions are impacted and learn how nutrient delivery enhances performance.

Powerade Keep Playing The Never Ending Game

The Powerade microsite uses Digital Film, a realm where real life, animation, and the actions of the viewer all guide the course of the story. Using “deep-dive” technology, viewers can interact with the movie and find points where they can see inside the minds and bodies of each character in the story about a football match. Designated frames, called “mind screens”, have clickable areas that will provide a look inside the psyche of each player. As every person’s imagination is different, these mind screens look and feel incredibly diverse, and be shown in different film styles, some animated, some not.

Click on the image below to play the Never Ending Game video.

Click on the image below to play the Prisoner of Fatigue video.

Click on the image below to play the Run Run Run video.

Click on the image below to play the Hot Headed video.


The Never Ending Game campaign was developed at SapientNitro, Miami, by chief creative officer Gaston Legorburu, executive creative director Juan Morales, creative director Jim Houck, copywriter Ronn Pearson, art director Cesar Santos, agency producer Andy Wilcox.

Filming was shot in Colombia by director Claudio Miranda via Saville Productions, Los Angeles, with producer Pat Frazier. Editor was Amilcar Gomes.

Music was produced at Human Worldwide. Sound was designed at Henryboy.