Karl-Anthony Towns intends to make you earn your next Gatorade. The Timberwolves' reigning Rookie of the Year stars in Gatorade's new digital "Burn it to Earn it” campaign that tackles sugar concerns.
Towns, NFL star J.J. Watt, MLB standout Bryce Harper and soccer superstar James Rodriguez surprise and challenge everyday people in the ads to sweat if they plan to drink the sugary sports drink.
Each professional athlete filmed several versions of the commercial. Towns’ lineup includes dunking, defense and jumping.
Towns emerges from the back of a moving truck with ESPN broadcaster J.A. Adande and comedian/actor Rick Ingraham as his announcers. The pair spots the target and Towns quickly moves onto the scene to put the individual to work.
In the dunk contest, Ingraham spots “a tiny sweat-less man who has yet to earn his Gatorade.” Towns then makes the average Joe look bad while throwing down dunks.
In the “D Up” commercial Adande says “Karl-Anthony Towns might have something to say” about the individual's lack of sweat. Towns says “I’m going to make you earn that sugar in that Gatorade. … You’re in Towns’ town now. Better pay your taxes."
In “Jump Ball” Adande spotlights “a very controversial play there by the unsweaty woman there with that Gatorade.” Ingraham says “If you don’t sweat it, you don’t get it.” Towns taunts her by holding the Gatorade high above his head telling her “gotta earn that sugar.”
The Gatorade spot is the latest in a string of new sponsorships for Towns. He was on the cover of the NBA2K17 video game, appeared in a DraftKings package on video games, and promoted the new Call of Duty video game. He signed with Nike after being drafted No. 1 overall in 2015.
Towns also appeared on the cover of this month’s Slam Magazine. Check out the funny Gatorade commercials below.