Gatorade ‘Inside Crosby’

DOWNTOWN PARTNERS/DDB

Motion Theory explores “What’s Inside” NHL’s Sidney Crosby in this Gatorade spot.

Directed by Motion Theory’s Mathew Cullen and Grady Hall, and conceived by Downtown Partners in Toronto, the 60-second Gatorade commercial airing in Canada stars NHL all-star Sidney Crosby. In the spot, Motion Theory explores “what’s inside” the famous hockey prodigy – visualizing the inner workings of Crosby in the seconds before he scores a goal. The advertisement starts with Crosby at the face-off, but time then slows down once the camera delves inside him to reveal a NASA-like mission control center, with a team of geniuses expediently strategizing and orchestrating his every move on the ice. The camera then ventures through Crosby’s power center, a room pulsing with Gatorade fuel and Stanley Cup pistons, then dramatically pulls out of Crosby’s eye as he targets the goal, shoots, and scores – much to the delight of the multitudes of engineers working inside him to help make it all happen. The overall journey plays upon the Gatorade tag line "Is it in you?" The visual effects and design teams worked to bring the practical and visual effects in this commercial to life. Being a big supporter of Crosby’s, the Motion Theory team added in many vibrant images and details from Crosby's personal and professional life to create this memorable spot.