Gatorade just revived one of the most iconic advertising campaigns of the 90s starring basketball legend Michael Jordan.
The Thirst Quencher updated its "Is It in You?" campaign to resonate with today's young athletes.
The original version went on to become a cultural phenomenon, with many iterations featuring Jordan and other popular athletes over the decades.
This time, Gatorade has released a 60-second film titled "It Hasn’t Changed," narrated by Jordan himself, to launch the revival of the campaign.
Produced by creative agency TBWA/Chiat/Day LA, the spot addresses challenges unique to Gen Z athletes and empowers their drive to be the greatest.
"Everything about the game has changed, except for the most important thing — what you have inside. IT is what drives the game," Jordan says.
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We then see these famous young athletes as they struggle to be the best in their respective sports:
- WNBA sensation Caitlin Clark
- Track star Sydney McLaughlin-Levrone
- NBA player Jayson Tatum
- WNBA champion A’ja Wilson
- NFL quarterback Josh Allen
- High school footballer DJ Lagway
The athletes' training sequences, shot in black-and-white, showcase the comeback of the iconic Gatorade-colored sweat motif.
The spot ends with a close-up of Jordan's face glistening with orange sweat as he says the campaign tagline.
The short film debuted during the NBA Western Conference Finals Game 4 on Tuesday.
The Return of a Legendary Campaign
Reflecting on the campaign's legacy, Jordan said in a press release that the original "Is It in You?" campaign in the 90s "inspired a generation."
He sees the return of the campaign as another chapter in greatness for Gatorade, a brand that has fueled champions for decades and continues to relentlessly serve athletes on and off the field.
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Gatorade's chief brand officer, Anuj Bhasin, emphasized the campaign's purpose of encouraging athletes to focus on "their unique 'IT.'"
"The return of 'Is It in You?', our biggest campaign of all time, is about acknowledging how much the sports landscape has changed while reminding athletes that one thing hasn't — the inner drive that fuels you — and that’s what matters most," Bhasin explained.
The 360-degree campaign will run throughout the summer, consisting of a social media push featuring the colored sweat motif on Gatorade’s athletes, custom filters on Snapchat and Instagram, and billboards in major cities across the U.S.
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Editing by Katherine 'Makkie' Maclang
