Congrats...

I have to confess that I was completely oblivious to Gatorade's branded-content series called "Replay" until it just won the Grandy at the 2010 Andy Awards. Gatorade to me is the brand that lifted a brilliant piece of poetry by Muhammad Ali and turned it into a cheap catch phrase. Of all the low-down gall.

But Kudos to them and TBWA Chiat Day and Caviar Content for creating a compelling series, now in its second season on Fox Sports Net, that re-stages classic games between high school sports teams 15 years after they were played.

And for those of you who think branded-content is just an excuse to write tv shows, consider how this idea evolved. Apparently, only three in ten adults over the age of 30 exercise regularly. So the team at TBWA Chiat Day tried to find an engaging way to re-charge the lost athlete in some of them. Sounds like a concept to me!


(Sharing credit to psfk)