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Powerade 'ION4' ad

Client: Powerade

Agency: M&C Saatchi

To celebrate its new partnership with ParalympicsGB athlete marathon world record holder and World 200m champion Richard Whitehead, and highlight its proud support for the London 2012 Olympic and Paralympic Games, Powerade will this week (February 14) premiere an above the line campaign for its new and improved sports drink formula ION4 featuring Team GB and ParalympicsGB athletes taking on the ultimate sweat test challenge.

The integrated campaign, which launches on 15th February with a 30” spot during Sky Sports coverage of the UEFA Champions League, sees Whitehead, along with World and European heptathlete Jessica Ennis and swimmer David Davies, put the new and improved sports drink to the test by challenging their bodies in a unique, purpose built sweat circuit.

This is the first time a Paralympian has joined the Powerade stable of sporting assets and will see Whitehead promote Powerade products above and below the line between now and 2012, beginning with ION4, the official sports drink of both Team GB and ParalympicsGB. Whitehead and Powerade will harness the excitement and anticipation of the build up to London 2012 to raise awareness of the Paralympic Games and help change attitudes to disabled sport.

The new TV spot was created by Mother London and directed by Tomas Leach. Filmed in a specially constructed training cube in Vauxhall, South West London, the athletes are put through a series of intensive training circuits including rowing machines, treadmills, dip bars and tyres on the floor.

The spot will also be available to view on and supported by a print campaign across the UK between now and April, managed by Vizeum UK.

Richard Whitehead commented “I’m delighted to be working with Powerade in the run-up to 2012. For me it’s all about preparing properly and consistently performing at a high level. It’s great to be involved in this new campaign, and I really enjoyed taking part in the sweat box circuit with Jessica and David. Powerade ION4 is part of my training kit and is perfect for helping to replace carbohydrates, fluid and four of the minerals lost in sweat - it plays a big part in helping me hydrate during training and performance.”

George Wheen, Brand Director, Sports and Energy, Coca-Cola North West Europe and Nordics, commented “The Paralympic Games is one of the biggest celebrations in world sport and we are very proud to be an official partner at London 2012. It’s really important between now and then we do everything we can to raise awareness and excitement about the Paralympic Games, and signing Richard, a Paralympian, will help us to do just that.”

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