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Missing The Pieces Studios / Gatorade Heroes
Athletes become characters. Characters build fandom.
The Campaign / The Opportunity
Winning the hydration race means more than showing up in a sports commercial. It means becoming the brand young audiences grow up recognizing, following and choosing.
Why Heroes? Kids don't just admire elite athletes; they imagine being them. Gatorade Heroes turns those admired qualities into superhero identities young fans can recognize, root for and see themselves in.
The Challenge. Athlete endorsements capture attention, but a commercial alone doesn't create an ongoing reason to return. An interconnected entertainment universe gives Gatorade recurring characters and stories that build lasting affinity.
The Purpose. Move beyond appearing alongside culture to creating entertainment that audiences want to follow. Live-action commercials launch the characters; an original scripted animated series develops the fandom.
The Audience and Product Insight. Kids are drawn to memorable characters, powers and stories they can share. Ice, rain and electricity make the heroes' athletic strengths visually exciting, while Gatorade remains the familiar hydration brand within their world—not a literal source of superpowers.
The strategy: use the commercials to introduce a world that the animated series can turn into a lasting entertainment franchise.
The Commercials / In Story Order
First, Jayden's two commercials establish his power to control ice. Next, Jayden discovers Caitlin's rain-making ability and meets her after the game. Finally, Jayden and Caitlin scout Justin Jefferson, recognizing his electricity and inviting him into their growing team. Each commercial introduces a hero—and advances the same story.
01 / Ice
Jayden Daniels
Jayden stays cool under pressure. His calm becomes a power that can freeze the game around him.
Jayden freezes an aggressive defense, controls the moment and delivers a touchdown. A young athlete asks how he stays so cool.
Read commercial script (PDF) ↗A scorching game calls for a heat timeout. Jayden hydrates with Gatorade Frost before bringing relief to the field.
Read commercial script (PDF) ↗02 / Rain
Caitlin Clark
Caitlin brings the rain. Every shot builds her storm—and catches the attention of another Hero.
A single drop becomes a full arena storm as Caitlin takes over the game. The more she scores, the harder it rains.
Read commercial script (PDF) ↗Caitlin's rain follows her through another brilliant performance. Jayden meets her in the tunnel, connecting the two Heroes for the first time.
Read commercial script (PDF) ↗03 / Electricity
Justin Jefferson
Justin electrifies every play. Jayden and Caitlin have been watching—and they believe they've found their next Hero.
Electricity follows Justin's explosive routes while Jayden and Caitlin scout from the stands. A Gatorade bottle in the tunnel becomes his invitation.
Read commercial script (PDF) ↗Beyond The Commercials / Original Animated Series
Gatorade Heroes continues as an original scripted animated vertical series built around Ice Commander, Rainmaker and Captain Bolt—not simply the professional athletes playing them.
The Heroes have their own stories, relationships, humor, challenges and adventures. Their everyday identities—Jayden, Caitlin and Justin—can occasionally appear to offer guidance about self-confidence, individuality and being yourself.
Episodes use superhero storytelling to help children navigate real-life moments: peer pressure, self-doubt, bullying, anger and difficult decisions. The entertainment draws them in. The lessons give the stories purpose.
Stay composed under pressure. Being cool means making your own decision.
Stay confident, adapt and find your rhythm when life changes.
Bring your own energy. Don't hide what makes you different.
The commercial creates awareness.
The stories create attachment.
The characters create fandom.
That's how we win the hydration race.