Damian Lillard Is Put Through His Paces in Powerade's Latest Campaign

Basketball Pro Is Brand's Latest Ambassador

By Alexandra Jardine. Published on Mar 10, 2017

Editor's Pick

Basketball pro Damian Lillard pushes his body to the limits in a new campaign for Powerade, in his first campaign as the sports drink's new brand ambassador.

The main 30-second spot, seen here, sees Lillard engaged in a punishing workout spurred on by world-renowned boxing trainer Virgil Hunter. There's sweat, there's effort and there's heavy breathing -- and there's thirst quenched by Powerade.

The ad, directed by Derek Cianfrance at Radical Media for Wieden & Kennedy Portland, will begin airing during the NCAA Division 1 men's basketball tournament. The campaign also includes two 15-second digital spots, Work and Heart.

"Damian Lillard is one of the top basketball players in the world today, but it's easy to forget how he came up under the radar and took the game by storm," said Shannon Watkins, senior director at Powerade, in a statement. "Some athletes are preordained, but Damian's story is a testament to the good that can come from an absolutely relentless work ethic."

Rate this Ad

You must be registered to rate this ad.
Please or Register Now

Most Popular


Mar 10, 2017
Wieden & Kennedy Portland
Creative Director:
Max Stinson
Creative Director:
Erik Fahrenkopf
Wayne Kasserman
Art Direction:
Ben Grylewicz
Nicole Kaptur
Production Company:
Radical Media
Derek Cianfrance
Executive Producer:
Donna Portaro
Executive Producer:
Frank Scherma
Line Producer:
Barbara Benson
Director, Photography:
Grieg Fraser
Kirk Baxter
Assistant Editor:
Zaldy Lopez
Post Producer:
Remy Foxx
Post Executive Producer:
Carol Lynn Weaver
Visual Effects:
The Mill
Visual Effects Supervisor:
Ilia Mokhtareizadeh
Josh Hatton
Fergus McCall
Colorist Assistant:
Elias Nousiopoulos
Color Producer:
Natalie Westerfield
2D Lead:
Ilia Mokhtareizadeh
Audio Post:
Sonic Union
Steve Rosen
Pat Sullivan
Studio Director:
Justine Cortale

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.