They Have It, You Want It, Now Get Rid of It

Janoff, Barry
January 2006
Brandweek;1/9/2006, Vol. 47 Issue 2, p29
Trade Publication
This article describes the It and Stories TV spots for PepsiCo's Gatorade sports drink. In It, a series of athletes are seen in action as text offers, "It's up here," "It is one yard from here," as a football player rushes toward the goal line and "It is here before anyone else," as a guy shoots hoops on an outdoor court in the early morning. Followed by the text, "That's why it is in here" with a shot of a Gatorade bottle, and then the classic Gatorade tag, "Is it in you?"


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