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Ad of the Day: Powerade breaks ankles in new brand campaign in time for March Madness

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Sports drink Powerade launches a new brand campaign, 'That’s Some Kind of Power' with a basketball-themed spot in time for the NCAA Basketball tournament.

Entitled 'Ankles,' the 30-second spot will be the first of a series of nationally-televised spots that Powerade said will “bring to life the brand’s new platform.” The campaign stars a bodega owner thinking about what his life could have been if he had Powerade in his life back in his playing days.

In 'Ankles,' the bodega owner does a little revisionist history, saying that if he had the kind of power that came with drinking the sports beverage, his career would be one where he’s breaking everyone’s ankles. Including the referees. And the peanut vendors. His “power”-ful skills transcend the court, where two weeks later, a recorded footage of his performance shows he “broke” the ankles of viewers at home. When the smoke clears, everyone’s on their knees — as the younger bodega baller makes an uncontested three-point jumpshot.

“Man,” he snaps out of his hyperbole-filled fantasy almost wistfully as his bodega cat watches from above, “that is some kind of power.”

Wieden+Kennedy Portland made this anthem and five other 15-second spots to run during the 68-team tournament known as “March Madness.” In a statement, Powerade, the official sports drink of the college athletics association, said its new spots "build on Powerade’s deep roots in sports, utilizing hyperbole and humor to give powerful sporting moments even more power."

Alex Ames, senior IMC manager at Powerade, said: “‘That’s Some Kind of Power’ was born from the realization that we wanted a product-focused campaign that differentiates Powerade in the increasingly competitive sports drink category. We’re excited to bring a bit of humor and fun to a category that has become overly serious. At the end of the day, sports should be fun.”

Jason McAlpin, Powerade’s senior brand manager, added: “The new platform celebrates the most powerful moments in sports. You can expect Powerade to show up during the most iconic moments and events in sports, highlighting those jaw-dropping highlights that you have to see to believe.”

Accompanying creative will roll out in a 360-campaign throughout the year, utilizing online, social, experiential and influencer-based executions to showcase the 30-year old brand’s new messaging. Powerade, also an official sponsor of the Fifa World Cup. will have a series of soccer-themed spots airing later this year.

Wieden + Kennedy Portland: Powerade 'That's Some Kind Of Power | Ankles'

Agency: Wieden + Kennedy Portland
Client: Powerade
Date: March 2018

Sports drink Powerade launches a new brand campaign, 'That’s Some Kind of Power' with a basketball-themed spot in time for the NCAA Basketball tournament.
Entitled 'Ankles,' the 30-second spot will be the first of a series of nationally-televised spots that Powerade said will “bring to life the brand’s new platform.” The campaign stars a bodega owner thinking about what his life could have been if he had Powerade in his life.
In Ankles, the bodega owner does a little revisionist history, saying that if he had that kind of power, his career would be one where he’s breaking everyone’s ankles. Including the referees. And the peanut vendors. His “power”-ful skills transcend the court, where two weeks later, a recorded footage of his performance “broke” the ankles of viewers at home. When the smoke clears, everyone’s on their knees—as the younger bodega baller makes an uncontested three-point jumpshot.
“Man,” he snaps out of his hyperbole-filled fantasy almost wistfully as his bodega cat watches from above, “that is some kind of power.”

Credits:
Client: Powerade
Production Company
Somesuch
Director
Daniel Wolfe
Executive Producer
Tim Nash, Nicky Barnes
Line Producer
Lee Groombridge
Director of Photography
Chayse Irvin
Production Designer
Andrew Clark
Wardrobe
Patrik Milani

Tags: United States

Video of Ankles: Powerade

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Ask the SMXpert — Page speed, site migrations and crawling

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The Ask an SMXpert series continues the Q&A segment held during sessions at SMX Advanced 2018 in Seattle.

Today’s Q&A is from the Advanced Technical SEO: Page Speed, Site Migrations and Crawling session featuring Melody Petulla and Brian Ussery.

Session overview

Technical SEO has always been a critical component of search marketing; it is one of the foundations of ranking success.

In this session, our experts dove into tactics for optimizing crawl budget, fine-tuning page speed and how to execute on large-scale error-free site migrations. They covered:

  • An in-depth understanding of the factors that impact what, when and how much of your site content search engines will crawl.
  • Tips and tricks on how best to maximize your site’s “crawl budget” to ensure your most important content remains forever accessible.

Melody Petulla, Merkle

Question: Do you recommend 301 redirecting image URLs when changing domains?

Want to learn more? Our ever-growing library of SMXpert articles offers an in-depth look at tips, tactics and strategies from our SMXperts. Check it out!

[Read the full article on Search Engine Land.]

The post Ask the SMXpert — Page speed, site migrations and crawling appeared first on Marketing Land.

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Marketing

How to choose the best content format for link building

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One of my previous posts talked about how different elements can affect the success of your link-building campaign; I only touched on the subject of content formatting. So today, I want to go into more detail on the common types of content formats used in link building and look at the pros and cons of each one.

There are more formats than I’ll cover here, but these are the formats we use, that cover the most executions and that we have comparison data on.

The above shows that on average, an interactive format (orange) gets more coverage and links than the other forms. This is interesting and of course will be different for all agencies and teams, but this is what our own data shows us.

In this article, I’m going to talk about the top four formats:

  • Interactive.
  • Statics.
  • GIF.
  • Long-form content.

Let’s dive into each one.

[Read the full article on Search Engine Land.]

The post How to choose the best content format for link building appeared first on Marketing Land.

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Marketing Day: Pinterest opens API, Shopify unveils new tools, SMXperts & more

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Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land:

Recent Headlines From MarTech Today, Our Sister Site Dedicated To Marketing Technology:

Online Marketing News From Around The Web:

The post Marketing Day: Pinterest opens API, Shopify unveils new tools, SMXperts & more appeared first on Marketing Land.

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