Powerade advert, a Coca Cola brand has transformed hot favorite Triple jumper Phillips Idowu from a dedicated sports person to a glam filled celeb avatar. Accompanying him hot favorite swimmer Gregor Tait and cyclist Rebecca Romero . Phillips Idowu is appearing all nude for Powerade commercial in the Beijing Olympics. The 29-year-old World Indoor champion is now not only favorite for the Olympic title after a successfully leaped of 17.58m in last July but also becomes a subject of discussion amongst non sports fanatic. That’s what the Coca Cola wanted and it hits right bang on the target.
Cathryn Sleight, marketing director for Coca-Cola Great Britain, which launched the Powerade campaign said,
Everyone is used to seeing athletes in competition or winning, but we wanted to give people the chance to see the real make-up of an athlete and their muscle and power