Gatorade Campaign Finds Fresh Voice in Messiah

Courtesy Photo
Messiah performs in the Dominican Republic.

If you’ve seen Gatorade’s new “Counter Attack” commercial, featuring a young soccer player training and playing hard, you’ve no doubt wondered, who is spitting out those rhymes? Taking its cues from “Let’s Call the Whole Thing Off,” “Counter Attack” celebrates work ethic with lyrics like: “You say brilliant. I say resilient. You say magician. I say repetition. Brilliant. Resilient. Magician. Repetition. Let’s run the whole thing back.”

You get hooked on the story thanks to Messiah, a Dominican hip hop/trap artist who’s crossing the bridge from underground to mainstream with some high profile collaborations with the likes of Farruko and J Alvarez.  And now this. 

The Gatorade connection came about after Messiah’s manager, Porfirio PiƱa (formerly with BMI), pitched him to Gatorade for the spot. The brand was looking for a bilingual rapper that could deliver the lyrics in English and Spanish, clearly, and with a melodic flow and more poetic style. Despite the rather raunchy content of some of Messiah’s big Youtube hits, he was a good fit. 

“As a rapper, I am able to use my voice as a way to tell a story within every song,” said Messiah. “I feel honored that Gatorade specifically chose to have my voice for the campaign, and even more honored that they gave me the freedom to tell it my way.”

The “Counter Attack” campaign will run on broadcast and cable TV for six months. Meantime, Messiah just released his new album, Made In Europe, out on his Ay, Music label. 

Watch “Counter Attack” here: