Gatorade: Be Like Mike
When Gatorade released its “Be Like Mike” commercial in 1991, it wasn’t just another ad – it became a cultural phenomenon. This iconic ad, featuring Michael Jordan at the height of his career, didn’t just promote a product; it tapped into the dreams and aspirations of millions worldwide who idolized Jordan.
For me personally, it brings shivers down my spine seeing the iconic MJ highlights and hearing the amazing jingle.
The ad launched at a pivotal moment in both sports and advertising history. Michael Jordan was already a global sensation, having led the Chicago Bulls to their first NBA championship just months prior. Gatorade capitalized on Jordan’s magnetic appeal by crafting a simple but deeply relatable message: greatness, fueled by Gatorade, was within reach for anyone.
The jingle’s lyrics, “Sometimes I dream that he is me… I wanna be like Mike,” struck a universal chord, transcending language and culture, and embedding itself in the minds of viewers worldwide.
“Be Like Mike” was a massive success, propelling Gatorade’s brand awareness and sales to new heights. The ad contributed to a 15% increase in sales within the year, cementing Gatorade’s position as the go-to sports drink for athletes and fans alike.
The video ad though it does not excel in many Ad-Meter traits, resonated so strongly with the basketball audience that it influenced not just advertising strategies but also pop culture, spawning merchandise, remixes, and re-airings decades later.
The “Be Like Mike” campaign not only elevated Gatorade’s brand image but also set a benchmark for how brands could leverage the star power of athletes to create a lasting emotional connection with their audience.
In this analysis, we’ll break down what makes “Be Like Mike” a legendary ad by scoring it across key Ad-Meter traits such as emotional engagement, brand integration, character appeal, and more.
The Ad-Meter Results
Note: The Ad-Meter is based on research about What Makes a Good Video Ad. The analysis is done with the help of a trained AI model.
| Category | Trait | Score (0–10) | Description |
|---|---|---|---|
| Attention | Hook | 7 | Works well for Michael Jordan fans familiar with his iconic plays but less so for a broader audience. |
| Aesthetics | 8 | The visuals of game highlights work, but they don’t offer a polished or cinematic appeal. | |
| Pace | 7 | Keeps a steady flow but lacks dynamic changes to truly keep attention. | |
| Branding | Brand Presence | 9 | Gatorade branding is clear, tied strongly to the theme of excellence. |
| Audio Reinforcement | 10 | The “Be Like Mike” jingle remains iconic and inseparable from Gatorade’s identity. | |
| Catchphrases (Taglines) | 10 | “Be Like Mike” is one of the most memorable advertising taglines in history. | |
| Connection | Storytelling | 6 | Focuses on good-vibe visuals but doesn’t tell a cohesive story. |
| Character | 10 | Michael Jordan’s universal appeal is the anchor of the ad’s success. | |
| Message Alignment | 10 | Perfectly reflects Gatorade’s values of athletic excellence and aspiration. | |
| Direction | Call-to-Action (CTA) | 8 | Encourages viewers to associate Gatorade with greatness but lacks explicit direction. |
| Unique Selling Point (USP) | 9 | Establishes Gatorade as essential for athletes aspiring to greatness. | |
| Extras | Iconic Moments | 10 | Features MJ highlights that have become part of basketball and cultural history. |
| Timing | 10 | Released at the height of Michael Jordan’s popularity, maximizing its impact. |
Ad-Meter Score: Excellent
Total Points: 114/130
Final Score (Percentage): 88%
Summary: The “Be Like Mike” ad remains one of the most iconic commercials of the 1990s, thanks to its strong association with Michael Jordan and its catchy jingle. While the ad captures attention and leaves a memorable impression, it lacks the depth of storytelling seen in other legendary ads. Its visuals, though compelling for basketball fans, are less polished and cinematic, relying more on raw gameplay footage. Despite these shortcomings, its emotional resonance and alignment with Gatorade’s brand values make it a defining piece of advertising history. The tagline “Be Like Mike” has become a cultural phenomenon, ensuring the ad’s lasting legacy.
