POWERADE Launches New Global Platform, ‘Pause is Power’

Leo Burnett Chicago worked alongside Publicis agencies in a “Power of One” offering, including creative and production teams from Publicis Italy, Publicis Mexico and Digitas NY.

There’s no shame in taking a well-deserved break after giving it your all. POWERADE wants consumers to maximize their full potential by recognizing the power in pausing, and so Leo Burnett Chicago supported the launch of “Pause is Power.”

The campaign’s first spot comes to life through USA Olympic gymnast Simone Biles, Premier League coach Antonio Conte, British Olympic diver Tom Daley, and former NBA stars Chris Webber and Jason Williams. Each give their perspective on the power of the pause while capturing their unique personalities in the latest campaign.

With guidance from a select group of passionate young people across the globe, “Pause is Power” came to life to stand up the importance of regenerative strength through intentional resting. Publicis agencies leveraged these insights to develop a message of celebrating the pauses necessary to drive consumers across the finish line.

Claire Pinel, POWERADE Global Brand Director explained, “Behind every goal and achievement is a person who has worked hard to succeed. Competition comes with great pressure and intensity and it’s important to remind people of the power that can be found in the simple act of a pause, allowing us to come back better and stronger.”

First airing during the NCAA March Madness Selection Sunday program, the spot will be featured worldwide. The campaign is supported across all platforms including TV, digital, social media and out of home. The work has been featured in Adweek, Ad Age, and The Wall Street Journal!

Tomorrow’s superstars need a break today. POWERADE will continue to champion opportunities for people everywhere to take a necessary pause and bring power to life beyond the win.