Sports drink brand Powerade has launched a new television campaign starring England footballer Wayne Rooney to promote its association with the 2010 FIFA World Cup.
The new commercial, premiering on Sky Sports during the UEFA Champions League match between AC Milan and Manchester United this week, sees a shirt-less Wayne Rooney fuelled by Powerade take on a dressed Wayne Rooney fuelled by water, in a unique one-on-one skills and endurance duel.
The two Rooneys enjoy a prolonged high intensity challenge in which only one of them can become victorious.
The 30 second spot is the latest creative delivery to support the brand’s InnerGear concept, following the print campaigns with Team GB athletes in summer 2008 and England and Wales rugby stars in February 2009.
The essence of the InnerGear concept illustrates that Powerade is sports kit for your insides – what ‘kit’ you put into your body is as important as what you put on.
Wayne Rooney said, “I’m delighted to be starring in Powerade’s new campaign. For me hydration tools such as Powerade are a vital part of my kit bag and they really help me to keep up performance levels, whether in training or on matches. ”
Powerade is the official drink of this summer’s FIFA World Cup tournament by being the only drink hydrating all 736 players from 32 countries before, during and after all 64 games, from the opening game between South Africa and Mexico on June 11, all the way through to the Final in Johannesburg on July 10.