The Quest for G : Part IV

Visual Description
In ‘The Quest for G: Part IV’ we see a spoof of the 70’s classic Monty Python and the Holy Grail. It this latter part of the series we see Usain Bolt’s character (Sir Bolt the Gutsy) having to confront his pet ‘Ego’ who has become quite large over the course of the series. Kevin Garnett (King Garnett the Glorious) confronts Bolt to tell him that Ego is too big and is going to sink their boat and something must be done. Bolt, who won 2 gold medals at the Beijing Olympic Games, has a reputation of having a big ego from the win. We see Bolt address his pet, and remove a gold medal from around his neck to throw overboard, telling Ego to “fetch”, saving the boat.

Meaning of the Ad
‘The Quest for G :Part IV ‘ is the fourth part of a five part campaign made by Gatorade. The full series coming off the back of Gatorades last campaign with the tagline ‘Is it in you?’. The series plays off the same meaning of ‘it’, or in this case ‘G’, being both the Gatorade product, and the ‘spirit of athleticism’. In this particular episode the commercial delivers the message that having a big ego is not going to help you be a better athlete, and can bring down the efforts of your team. The greater message of the Quest for G campaign delivers is one that states, athleticism and the desire to win is not something that can be purchased in a product or sought after, but rather is something inside each person that needs to be discovered.

Target Consumer
TBWA\Chiat\Day in this campaign were hoping to target men 18-34, with a further emphasis on all athletes male and female, along with sport drink and bottled water buyers. I think that the target was well selected although the younger part of the demographic may not be familiar with the Monty Python movies or comedy and the parody may be lost. However the execution is good enough where it does not rely too heavily on the reference.

Product Benefit
The product benefit is that it allows top athletes to perform at their best. In the series of ads the entire group drinks ‘G’ before and after any confrontation, which implies that it is helping them through their quest.

Consumer Benefit
The consumer benefit as represented by the ad would be that with use of the product, you too can hope to unlock your true potential as an athlete.

Tone and Voice
The Tone of the commercial is both comedic and inspirational. The subject matter presented is rife with the comedic parody of the famed Monty Python movie, but the greater message of finding true athleticism and realizing what aspects will bring you closer to victory is one of a serious and inspirational nature. The second part to the campaigns tone is to get the viewer to look for the rest of the ad. By labeling your ad Part IV they are hoping that people will look for the rest on their own, and in this case visit the missiong.com website and Gatorade’s expansive online community.