2013 was a great year of growth for Woofer, which is why it’s so rewarding to start off the new year with the Gatorade ad we worked on airing during tonight’s College Football (BCS) Championship Game. The spot shows all the hard, dirty work that must be put in behind the scenes, far from the bright lights and adoring fans, in order to achieve success. We were thrilled when TBWA\Chiat\Day asked us to find the right song for it.
In addition to having thematically spot-on lyrics, we also knew that the song had to reflect the natural, minimal, yet still rousing music that’s been the hallmark of Gatorade’s recent run of commercials (“Lightning Bolt,””Evolve,” etc.). Once we came across the U.S. Army Airborne Rangers cadence “Hard Work,” we knew we’d found the perfect piece. Recorded live in the field, the track has a grit and earnestness that was exactly what we were looking for.
Enjoy!
Gatorade “Hard Work”
Directed by: Josh & Xander
Edit: Rock Paper Scissors
Music Supervision: Woofer Music & Sound