Gatorade has taken some chances recently with their transition to the “G” branding. While some of the early efforts were met with mixed reviews, the people at Gatorade usually have great instincts when it comes to their marketing. Their new commercial for the G2 line featuring Kevin Garnett and an “average joe” named Kevin touch a nerve because it hits a nerve with what is going on in the economy. While most Americans can’t relate to the modern professional athlete, the copywriting in this ad is spot-on in addressing the worries that many people have. There’s been a pretty good amount of debate about this one with many people saying it’s insensitive, but I disagree with them. It’s not about Kevin Garnett “bragging” that he’s never had the same worries, it’s saying that he knows that he’s lucky and understands the struggles of the millions of people out there.
Check out the commercial here: http://tinyurl.com/dlr2wb