Perspiration is inspiration for Gatorade

This new campaign from Isla Buenos Aires celebrates sweat, wherever you might find it. 

The 90-second film, which is directed by Ricardo Jones through Stink Brazil, tells us that though it might take great effort, sweating is both gratifying, therapeutic.

But, of course, if you sweat a lot then you also need to hydrate, and that's where Gatorade comes in, saying that pushing yourself is not just for professional athletes, but also for those who work out, whatever sport they choose. 

"This is our first project at Isla," said Julian Tachella and Celeste Dalairac, the agency's Group CDs, "and we are happy it is a regional campaign for such an iconic brand as Gatorade.”

“Being able to count on Gatorade’s functionality through the rawness of sweat, we thought it was the simplest and freshest way of evoking that feeling which unites all of us who exercise: sweating is glory," added Rodrigo Greco and Mariano Gamba, the agency’s DGCs.