Slater, Starc and Kerr star in Powerade campaign

4 September 2018

Creative Agency: Ogilvy (NSW)

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The athletes front the second iteration of the sports drink's Always Forward campaign.

Matildas star Sam Kerr, League legend Billy Slater and Aussie cricketer Mitchell Starc believe there is no finish line when it comes to elite sporting performance, according the next iteration of Powerade’s ‘Always Forward’ campaign.

The new ad, by Ogilvy Sydney, aims to show that the sports hydration drink also has no finish line when it comes to product formulations. 

The first two 15-second spots show Slater and Starc recovering from injury and perspiration by drinking Powerade ION4, which we are told replaces electrolytes lost through sweat – although it’s is not clearly explained how this repairs sports injuries.

A third spot starring the World’s top women’s goalscorer Kerr will launch in October ahead of next year’s FIFA Women’s World Cup in France.

“Our focus with Always Forward is to affirm our brand’s leadership in the sports category globally,” Powerade brand manager of operations Bridget Slipper said.

“We kicked off phase one in partnership with one of the biggest global sporting events – the 2018 FIFA World Cup – and now we’re collaborating with our Australian ambassadors to showcase the benefits of Powerade for hydration, both during active sports and recovery.”

The media planning and buying is handled by UM and social is being carried out by One Green Bean.

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