BE LIKE MIKE

To celebrate the 23rd anniversary of one of the greatest sports commercials of all time, Gatorade and TBWA\Chiat produced a series of “Be Like Mike” remixes that introduced the ad to a new generation. Together, the remixes captured the kinetic energy, boundless creativity and infectious personality that made MJ a global icon and the original “Be Like Mike” an instant classic.

My Role: As Brand Director, I steered the “Be Like Mike” campaign with passion and discipline. In Gatorade’s 50th year, the brand was focused on driving deeper loyalty in an increasingly commoditized category. To help achieve this goal, my team took cues from Gatorade’s legendary past, while signaling its vibrant future. I collaborated directly with TBWA\Chiat leadership to craft this unique platform. I also partnered with OMD to develop a cross-platform Social & TV strategy to ensure the core target of 13-24 Competitive Athletes had ample opportunity to Be Like Mike.

Teams I empowered: TBWA\Chiat, OMD, VML, Gatorade Brand direct reports