Darren Rovell's Gatorade blog

"Winning Formula" Reactions

About 10 percent of the people reading this site right now have found me by wanting to find out more about the "Winning Formula" (Jordan-Jeter-Clark) commercial, so that's why we're talking about it so much. It's getting so much play that last week, the Washington Post had a question about it in its sports trivia quiz ("In an egregious act we'll refer to as 'sports memory homicide,' Gatorade doctored three famous plays in professional sports history for a commercial on Sunday's broadcast. Which play was NOT one of them? Answer: Luis Gonzalez's 2001 World Series winning hit). Here's one of the best lines I've seen so far courtesy of Peter Schrager from FoxSports.com: "Very cool, Gatorade. But, where's the Buckner scoop and jog to first?" It's funny. I was looking back at a 2001 Basketball Digest interview with Craig Ehlo. Check out what he said: "I'm upset at Michael Jordan. Not because he always seemed to make the big shots to beat us, but because the game-winning basket he made against us in the 1989 playoffs has been in Gatorade commercials. You can see me trying to stop him in the commercial, but I'm not getting any royalties and I know he is." Well Craig, are you at least happy now that the  brand has revised what has happened?

Did Gatorade Mess Up In New Commercial?

People are continuously buzzing about the new Gatorade commercial entitled "Winning Formula." I'm surprised it has taken this long to trigger some controversy. Here's what's up. When Jordan misses the shot, the Cavs obviously win because there is zero time on the clock. When Derek Jeter is too late in his flip to Jorge Posada, the A's obviously tie the game and the Yankees can't win 1-0 as they did in that Game 3 of the 2001 ALDS. But when Joe Montana throws it over Dwight Clark's head, the game is not over. There is still one more down to go! The observation was made by Ben Dyer of Dallas Texas on his Web site, http://www.radicalbender.com/blog2. Ben writes, "In the ad when Dwight Clark missed the ball from Joe Montana, Cowboys defender Everson Walls could briefly be seen celebrating (Editor's note: It's a fist pump). However, setting aside the fact that Walls probably wouldn't be celebrating a play that he had no direct involvement in potentially preventing, the catch (or lack thereof as the ad theorizes) happened on third down. Meaning, there would not have been even the slightest hint of celebration by Walls because the 49ers would've still had one more chance to go for the endzone. (After the play, had the catch not happened, it would have been 4th and 3 with 51 seconds remaining and because the 49ers were down by 6, they would have obviously gone for it again on fourth down. So, year, exceptionally minor and geeky, but worth pointing out that that last little bit that the CG artists (Editor's Note: The visual effects house that did the work is Hydraulx) added in would not have happened." Got to hand it to Ben. He's right. It's very technical, but I'm sure the people at Gatorade's ad firm, Element 79, never thought of this.

I Saw The Commercial!

After a couple days of whining, I finally got Heather Mitchell at Gatorade to send me a link to the spot. Absolutely loved it. And I even love what Gatorade is doing with it. Nothing. Yep, that's right. They didn't put out a press release. They didn't let all the media know. They just rolled it out. There's been plenty of buzz about it and I think it's more authentic that they decided to sit this one out. Nonetheless, there has been a few articles talking about it. First came Eric Zorn of the Chicago Tribune and today, it's Monty Phan of Newsday. Phan wrote that although the statement in the ad "If you are a fraction off, it can change everything," is meant to apply to the science behind Gatorade, "it's the detail of the revisionist history-making plays that steals the show: the Cowboys defender celebrating after Clark misses the catch; Jordan clutching his head while the announcer says, 'Michale misses, Cleveland wins!'" After seeing the spot, I realized I got the point of the commercial wrong. The point that Gatorade is trying to make is that precision is as important in GSSI's labs as it is in sports. For those who have seen the ad, I've been told that the scientists pictures aren't actors. Featured is John Stofan, who really works at the Gatorade Sports Science Institute. For those of you who have requested that I show the ad at this site, I unfortunately can't do that. Gatorade doesn't own the footage and neither do I. If I can get the rights from the NBA, NFL and Major League Baseball as well as Gatorade's ad firm Element 79, I will let you know!

Gatorade signs deal with University of Missouri

The University of Missouri Tigers are now a Gatorade team. The university announced yesterday that they inked a multi-year deal with the sports drink brand. "This is a positive for our training program," said Pat Ivey, Missou strength and conditioning coach. "There is a big difference in my opinion in the benefits that Gatorade offers athletes. We're continually working to improve our program, and this is a big step to take." Other Big XII schools that have Gatorade contracts include Kansas State, Oklahoma State, Texas A & M, Colorado, Nebraska and Texas. Gatorade is also the official sports drink of the conference.

New Gatorade Ad

Gatorade has done it again. Or at least that what they tell me. The office is buzzing about this new spot that is called "Winning Formula." I somehow haven't seen it yet, even though it ran twice during Game 1 and Game 2 of the World Series. Here's how it goes. Michael Jordan heaves up that famous last second shots against the Cleveland Cavs from the 1989 playoffs, but instead of making it, clanks it. Remember that amazing flip by Derek Jeter in Game Four of the 2001 AL Division Series against the Oakland A's? Well, this time the A's Jeremy Giambi is called safe instead of out. Then comes Joe Montana's pass to Dwight Clark in the 1982 playoffs, except in the commercial Dwight doesn't catch the paul and the 49ers don't get a touchdown. According to the Chicago Tribune, Gatorade's advertising firm, Element 79, considered messing with many other endings including Flutie to Phelan, Christian Laettner's buzzer-beater and Brandi Chastain's kick that won the 1999 Women's World Cup. The point of the commercial seems to be that you have to have everything, including a drink like Gatorade, in order to make the big plays. When I see this commercial, I will get back to you. In the meantime, for anyone who has seen this, please weigh in!

Reader: Gatorade Saved My Life

From a reader named Eliot: I understand and share your enthusiasm for Gatorade. I am 40 and have been drinking Gatorade since childhood. My love of Gatorade was exclusive to Lemon-Lime, couldn't care less about the others as they came along. I am a recovering alcoholic. In my drinking days, Lemon-Lime Gatorade was my medicine for hangovers and detoxification -- in the later years, it was quite severe. Without it, I'd have shriveled up and died a long time ago. Though I have much gratitude for the drink, my single complaint is that at times of such compromised strength and energy, I could not open the cap. They put those things on so darn tight! I needed a pair of pliers to get it open at times. There were times I thought I'd die trying to get my medicine, that I'd later be found lying there dead on my kitchen floor with an unopened Lemon-Lime Gatorade by my side. Thankfully, this did not occur. Sobriety as returned me to optimal health and brought me great joys and new discoveries, such as the love of orange Gatorade, of which I drink like a fish."

Share Your Gatorade Story

Did you actually like Midnight Thunder (black Gatorade) or Gatorgum? I'm looking for people to share their memories or love of their favorite Gatorade product. Please tell me about your favorite flavor and send me a picture of you drinking it and I will post for the world to see. I can be reached by at TheGatoradeGuy@aol.com.

Welcome New York Times Readers

For those of you who found your way here through Tania Ralli's excellent piece on brand blogs (http://www.nytimes.com/2005/10/24/technology/24blog.html?8dpc=&adxnnl=1&adxnnlx=1130156291-OPA4OnuH+B/AbEoj0FUI4Q), welcome to my Gatorade blog. I hope that you find this site to be informative, slightly obsessive and ridiculous -- I don't take myself too seriously. If you like what I have here, please feel free to bookmark me, bloglines me and interact by posting or e-mailing me. And for all things Gatorade, don't forget my new book can be bought with one click on the left. Enjoy!

Plenty of Gatorade in Tallahassee

I just returned from Tallahassee, Florida, where I spoke at a sports marketing conference at Florida State. The university of course is not a Gatorade sponsor since they are fierce rivals with the University of Florida. While I was there, I heard a story about how a Gatorade executive called former Florida State athletic director to ask their interest in becoming a Gatorade school. "Nothing with the word 'Gator' is coming near this place," the athletic director replied. Although they use Powerade now, there is certainly more Gatorade than Powerade in Tallahassee supermarkets and convenience stores. The folks at Florida State once made their own "Seminole-ade," which was unofficially called by some "Seminole Fluid!"

Pepsi to rival Vitaminwater

For years, Glaceau's Vitaminwater has been doing real well taking away drinking occasions from the soft drink and sports drink market. Well, Pepsi is about to take a shot at Glaceau. According to Bevnet.com, Beverage Digest revealed recently that PepsiCo has trademarked the names SoBe Life Water and Life Water by SoBe. Pepsi, of course, has fitness water Propel (made by the makers of Gatorade), but it seems like they think that's a completely different category.