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Creative

W+K Portland's Powerade Ad Chronicles Jimmy Graham's Rise to Football Stardom

Wieden+Kennedy Portland, 2 years, 1 month ago

American football star features in next inspirational chapter of 'Just A Kid' campaign directed by Daniel Wolfe

W+K Portland's Powerade Ad Chronicles Jimmy Graham's Rise to Football Stardom

As he begins the next chapter of his career in Seattle, Powerade is recalling football superstar Jimmy Graham’s humble beginnings. Before he was a 6-foot-7, 265-pound tight end and considered among the best professionals to ever play the position, Graham was just a kid from Goldsboro, N.C. His inspiring story — from state-run group home to gridiron greatness — is told through the latest creative of the "Just A Kid" campaign from Powerade. 

The Powerade 'Just A Kid' campaign created by W+K Portland aims to inspire by taking a passionate stand for the potential in every young athlete. It supports the belief that no matter where athletes get their start, or what obstacles they face in life, they can advance from the very bottom to the very top through hard work and determination.

The biographical 15-, 30- and 60-second spots, titled "Churn," portray Graham arriving at a community group home in 1998, where he is immediately confronted by violence, intimidation and despair. As Graham matures, he develops a mental edge and dominating physique, which translates to his success on the football field and basketball court. 


"Though my story is deeply personal, everyone has a story that's totally unique" said Graham. "I hope it inspires young athletes to power through and overcome adversity just as I did. We're all just a kid from somewhere. Hard work and dedication makes all the difference." 

The spot is set to a voiceover telling the story of a mouse forced to overcome its circumstances to survive. 

"Jimmy Graham is one of the most recognizable names in football today, but few people know the obstacles he had to overcome on his path to greatness," said Victoria Badiola, senior brand manager, Powerade. "We hope athletes who see this campaign take inspiration from Jimmy's story and realize he, too, was once just a kid from Goldsboro."  

To further support young athletes, Powerade has launched an online marketplace where fans can design and purchase customized "Just A Kid" apparel touting the name of their hometown. The collection includes sweatshirts, T-shirts and hats. Net proceeds from the marketplace will be donated to the Boys & Girls Clubs of America. 

Creative Agency

Account Management: Michael Dalton / Rob Archibald / Analysa Cantu

Art Director: Brandon Viney

Copywriter: Matt Skibiak

Creative Agency: W+K Portland

Creative Director: Max Stinson / Dan Kroeger

Executive Creative Director: Mark Fitzloff / Joe Staples

Head of Production: Ben Grylewicz

Senior Producer: Jennifer Fiske

Strategy: Henry Lambert

Music and Sound

Sound Design: Tom Lindsay

Sound Mix: Loren Silber @ Lime

Offline

Edit Company: Cosmo Street

Editor: Tom Lindsay

Executive Producer: Yvette Cobarrubias-Sears

Producer: Marie Mangahas

Post Production / VFX

2D Artists: Andy Bate/Cameron Combs

3D Artist: Mike Bettinardi

Colourist: Simon Bourne @ Framestore London

Executive Producer: Patrick Nugent

Post Production House: A52

Producer: Heather Johann

VFX Supervisor: Andy Bate

Production Company

Director: Daniel Wolfe

DOP: Tom Townend

Executive Producer: Rick Jarjoura, (Somesuch) Tim Nash, Sally Campbell

Line Producer: Grace Bodie

Production Company: Anonymous Content

Production Designer: Andrew Clark

Category: Energy , Soft drinks

Genre: Dialogue , Storytelling