Sometimes good things happen to good people. My karma must have received a sneaky boost, because one day the agency I was working at received a brief for PowerAde, even thought it was handled by another office in the network.

We created what I still think should be their ongoing campaign idea, and wrote dozens of scripts. Two were shot.



All the effects were done in camera. We dragged the poor swimmer through real sand, shredding him in the process. Ah well, someone has to suffer for my art.



Of course, all good things must come to and end. The original agency of note prevailed on the international client to cancel our campaign after two ads that were voted best of the year by Adweek, ran in the Superbowl, and which helped PowerAde overtake Gatorade in Australia for the first (and last) time.

Grrr.