Gatorade's 'Sisters in Sweat' spot features tennis star Serena Williams

Gatorade has launched a commercial featuring tennis player Serena Williams, as part of its "Sisters in Sweat" campaign, which focuses on keeping girls in sports.The manufacturer of sports-themed beverage and food products wanted to bring attention to the issue that girls drop out of sports at a rate of 1.5 times that of boys. As such, the new film encourages young women to stay in the game and celebrates the lessons learnt from sports that help them win beyond the field. TBWA\Chiat\Day, VML, Noun, AwesomenessTV, Refinery29, FleishmanHillard and MKTG were involved in the campaign.The new film garnered over 3.7 million views and 80 comments on YouTube at the time of writing. It will be promoted via Twitter, Instagram, Snapchat, as well as through editorial content, a scripted-content series with AwesomenessTV titled "Versus" and an event.In a statement to Marketing, Gatorade's spokesperson said that compared to Gatorade's previous works, this campaign focused on speaking directly to girls through targeting and through their influencers. Whereas previous efforts were centred around coaches and parents as gatekeepers.https://youtu.be/6JvRVILczpsIn a statement to Marketing, a spokesperson for Gatorade said Serena was the "perfect person" to help deliver the message of the benefits of sports, as well as how female participation is outpaced by their male counterparts, to girls worldwide.Read also: LOOK Whisper Singapore injects confidence into young female athletes