Gatorade and INNORED launch new campaign starring Korean footballer Son Heung-min
INNORED Korea has partnered with PepsiCo’s Gatorade to create a new spot featuring football star, Son Heung-min, as its global ambassador. The slogan, “Is It In You?” captures the spirit of true sportsmanship, underscoring the deep desire for victory that fuels athletes.
When can we truly identify the moment when players’ hunger for victory peaked? A memorable example is the group stage match against Portugal during the 2022 Qatar World Cup. Son Heung-min, emotional and lying on the ground in tears, perfectly illustrates the hardship of defeat. Despite battling through an orbital fracture while wearing a mask, he exhibited unwavering resolve and fought valiantly for his team. That day remains etched in the hearts of the Korean people as South Korea clinched a thrilling victory. Following his moment of despair, Son quickly rose to share the joy of triumph with his teammates.
The campaign’s central theme is, “The last look of the best player is always the same.” The image of an athlete collapsing after giving their all marks the pinnacle of their inner longing for success. Whether they taste victory or face defeat hinges on that deep-seated craving. Gatorade has captured this essence of triumph through Son Heung-min, whose relentless drive to win pushes him beyond his limits.
The film opens with this moving scene. Son, initially appearing to struggle with defeat, soon radiates joy, breaking into a broad smile that connects with viewers. The sight of his teammates showering him with Gatorade amplifies the electrifying moment of victory. Furthermore, the message “Is It In You?” enriches the narrative, celebrating the tenacity and spirit of those who give their all in pursuit of success, emphasizing that it’s about more than just quenching their thirst.
This commercial is available in three versions on platforms such as YouTube, Instagram, TikTok, and Spotify. Collaborations featuring baseball player Lee Dae-ho and other sports stars, along with brief relay interviews with various athletes, will be rolled out sequentially from the campaign launch until August.
“This campaign embodies Gatorade’s brand spirit of a winning mindset—committing everything to the goal and pushing beyond the limits set by thirst,” said Ahn Se-hyun, the marketing senior associate at Pepsi-Cola Korea who spearheaded the campaign. “It’s a perfect fusion of Son Heung-min’s relentless quest for victory and the values that Gatorade stands for.”
Credits
Campaign Title: Despair or Joy
Brand: Gatorade
Agency: INNORED
