Damian with Wieden + Kennedy, Portland

Powerade were looking for a tonal shift away from the more serious work of the past. The answer was Earl, a coulda-woulda Bodega owner who, had it not been for the lack of Powerade in his day, woulda been the best at everything - basketball, soccer, levitating, everything. Hell even this write-up woulda been better if Earl had written it.

Here’s the first spot, the rest of the campaign is due to go live in early April.

The campaign includes 6-second Twitter Amplify ads.

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