Powerade, the Official Sports Drink of the NCAA, has launched its March Madness ad campaign with a hilarious spot titled “Ankles”.
The protagonist is a store owner who, after handing a Powerade bottle to a customer, reimagines what his life would be like if he had drank Powerade back in the day. “Man, if I had had this kind of power back in my day,” he says, looking at the sports drink, which contains a variety of vitamins. “My crossover would have been something else. I ‘d have broken everybody’s ankles. My crossover would have been so crazy that if you recorded it, watched it two weeks later, broke ankles.” the man also says, adding “Man, that is some kind of power” and urging the young customer to be careful.
Released with the hashtags #ThatsSomeKindOfPower, #PowerThrough, and #MarchMadness, the “Ankles” commercial is the first in a series of national spots part of the brand’s newest campaign, “That’s Some Kind of Power”, created in collaboration with Wieden+Kennedy and launched on March 13, during the First Four March Madness games. The campaign also includes online, social, retail, and experiential activity. Other sporting events, including the FIFA World Cup and POWERADE Jam Fest, will also be promoted through future ads.
The soundtrack music, by We Are Walker, was done specifically for the ad and it is not available for purchase or download.