LeBron James is out, and Damian Lillard is in at Powerade?
Always the underdog, Damian Lillard gets knocked down, but he gets up again. Again and again. And now with the help of world-renowned boxing trainer Virgil Hunter, he’s still fighting.
In his first ad campaign for POWERADE, the grueling work that it’s taken for Lillard to rise from underdog point guard to top dog is on full display, as he powers through a series of punishing workouts that include a sparring session in the gym with Hunter.
The new ads – set to begin airing during March Madness – will be supported by two digital ads, “Heart” and “Work.”
In “No Easy Bucket,” a 30-second spot, Lillard pushes his body to the limit in a series of punishing workouts, including a sparring session in the basketball gym with world-renowned boxing trainer Virgil Hunter. With sweat pouring and his breathing heavy, Lillard reaches for POWERADE as fuel to power through the workout.
“My story doesn’t involve an easy road, but a constant, uphill battle to prove doubters wrong, and I know my fellow underdogs can relate,” Lillard said. “With POWERADE and this campaign, I want to inspire young athletes to power through whatever obstacles stand in the way of their dreams, just like I have.”
No Easy Bucket
Knock ‘Em Out