Gatorade must think its customer base is too big, as the brand's new ad campaign from TBWA\Chiat\Day shows people in a convenience store being denied the sports beverage unless they're actively sweating.

Eight hidden-camera style videos are anchored by Rob Belushi (son of Jim), who plays the deadpan store clerk doing the denying—explaining to the customers that they have to "sweat it to get it" (the campaign's tagline) and "burn some to earn some."

Peyton Manning and Cam Newton then make cameos—the former as the ostensible manager of the store, the latter as a fellow customer.

The agency says the campaign was shot on location at an actual convenience store with over 15 hidden cameras and directed by Jody Hill of Eastbound & Down fame. (Hill also directed the new Dodge Dart campaign out of Wieden + Kennedy.)

"Gatorade was invented to replace what athletes sweat out. So the intent was to create something that might cause someone who reaches for a Gatorade to think, 'Hold up … have I earned this?'" says Brent Anderson, ecd at TBWA\C\D in Los Angeles.

"Sweat it to get it" signage will appear in more than half of all Gatorade convenience store locations through the NFL preseason and regular season. Presumably no one who's dry to the touch will actually be turned away.

CREDITS

Client: Gatorade

Chief Marketing Officer: Morgan Flatley

Senior Director, Consumer Engagement: Molly Carter

Marketing Director: Jamie Davies

Manager, Branded Entertainment: Nancy Laroche

Senior Director, Sports Marketing: Jeff Kearney

Director, Sports Marketing: Tom Prochaska

Agency: TBWA\Chiat\Day, Los Angeles

Chief Creative Officer: Stephen Butler

Executive Creative Director: Brent Anderson

Global Creative Director: Jayanta Jenkins

Senior Art Director: Dave Estrada

Senior Copywriter: Nick Ciffone

Copywriter: Nick Cohen

Art Director: Jon Soto

Production Director: Brian O'Rourke

Senior Producer: Tim Newfang

Managing Director: Peter Ravailhe

Branded Entertainment Manager: Marc Johns

Sports Marketing Manager: Erika Buder

Project Manager: Parker Adame

Associate Brand Manager: Ralph Lee

Group Planning Director: Scott MacMaster

Planning Director: Martin Ramos

Planner: Rebecca Harris

Junior Planners: Katie Acosta, Matt Bataclan

Business Affairs Director: Linda Daubson

Executive Business Affairs Manager: Lisa Lipman

Talent Payment Manager: Mirielle Smith

Traffic Operations Director: Dessiah Maxwell

Broadcast Traffic: Jerry Neill

Production Company: Caviar Content

Director: Jody Hill

Executive Producer: Luke Ricci

Producer: Brian Quinlan

Production Designer: Mark Snelgrove

Director of Photography: Michael Svitak

Managing Partner: Michael Sagol

Editing Company: HutchCo Technologies

Editor: Jim Hutchins

Assistant Editor: Joaquin Machado

Executive Producer: Jane Hutchins

Postproduction: The Mill

Senior Executive Producer Sue Troyan

Executive Producer: Enca Kaul

Producer: Kiana Bicoy

Production Coordinator: Jillian Lynes

2-D Lead Artists: Robin McGloin, Scott Wilson, Patrick Munoz, Scott Johnson

Colorist: Nick Sanders