Kendrick Lamar Narrates The New Gatorade “Lose More. Win More.” Campaign
The acclaimed rapper makes history as the first musician to appear in a Gatorade commercial.
KENDRICK LAMAR: Courtesy of Gatorade
KENDRICK LAMAR: Courte
Kendrick Lamar narrates Gatorade’s new 60-second “Lose More. Win More.” campaign ad, making history as the first musician featured in the brand’s commercial.
“How much are you willing to lose?” asks the Grammy-winning rapper at the start of the commercial. This follows his narration of Gatorade’s beginnings in 1965 with the University of Florida football team and its rise as a symbol of athletes and sports, with “Peekaboo” serving as the soundtrack for the 60-second spot.
According to Anuj Bhasin, Chief Brand Officer of Gatorade, they chose the rapper for the collaboration because of his mindset of hard work, resilience, and ability to push boundaries.
The campaign is part of the brand’s “Is It In You?” platform, bringing back the iconic tagline from the 1990s and 2000s. This initiative resonates with today’s generation of athletes, addressing the challenges they face in this day and age. Gatorade’s research shows 53% of Gen Z athletes quit due to societal pressures and high expectations, emphasizing the need for resilience and mental toughness.
The short spot features cameos from various athletes, including the NBA‘s Luka Dončić of the Los Angeles Lakers and Jayson Tatum of the Boston Celtics, as well as the WNBA’s A’ja Wilson of the Las Vegas Aces and Caitlin Clark of the Indiana Fever, as well as top NFL draft prospect Shedeur Sanders.
Watch the new Gatorade ad campaign featuring Kendrick Lamar below:
The campaign coincides with Gatorade’s 60th anniversary and the start of Lamar’s all-stadium ‘Grand National Tour’ with SZA across North America and Europe.
Earlier this year, a teaser ahead of their Super Bowl LIX Halftime Show performance featured SZA dunking a cooler of Gatorade on Lamar, announcing her as the guest performer.
