Posted March 30, 2013

Video: Kevin Durant and Dwyane Wade haunt each other’s dreams

Dwyane Wade, Kevin Durant, Rob Mahoney

By Rob Mahoney

It’s commonplace in NBA-inspired commercials to show athletes working hard behind the scenes, training tirelessly in empty gyms, open fields and quiet weight rooms. But Gatorade took that familiar formula and infused it with clever narrative flair in their latest spot, in which Kevin Durant and Dwyane Wade frighten one another into a furious spiral of self-improvement.

The expected tropes are all there, and the camera expectedly lingers on each of the Gatorade products as they come across the screen. But this is a fun repackaging of an old theme and a clever way to highlight a product’s actual use — an increasing rarity in today’s abstract marketing scene. It’s not an explicit requirement to show A-list basketball players sipping on Gatorade as they pause in their workouts, but there is some subtle charm in bookending an otherwise typical marketing device in such a simple, charismatic manner.

1 comments