Gatorade Is For Winners

With all the brands desperate today to unleash a viral video on the Internets, I think it might be instructive to look at a brand that’s been viral offline for decades.
No ad agency had anything to do with the creation or perpetuation of the Gatorade dunk. Maybe this should be the definition of what viral is? Something can only be viral if uninstigated consumers create meaning around the brand. Everything else is just advertising.
[via Where’s My Jetpack]

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.