I’m sure by now you’ve seen the ‘What’s G?’ commercials for Gatorade. The campaign started out with several teaser print ads and a teaser SuperBowl commercial to generate buzz and excitement.
The campaign was developed by Los Angeles agency TBWA/Chiat/Day. The teaser print ads were very simple. Featuring just the letter ‘G’ and nothing else. As the campaign moved forward, the mystery grew larger. At this year’s SuperBowl, a 60-second teaser commercial aired, featuring some of today’s most notable athletes and a voiceover explaining the answer to ‘What’s G?’