ARCHIVEPowerade Bets on Endurance With Stay on in Argentina
Statista.clapboard.com/archive/powerade-stay-on-food-drink">Powerade's Stay on is a Spanish-language performance film produced in Argentina in May 2019 by creative agency David Buenos Aires, positioning the brand as a hydration partner for athletes and active individuals who refuse to quit under physical pressure, according to Wiseguyreports.
The campaign operates on a single, disciplined proposition: that genuine athletic performance demands the capacity to keep going, according to Mordor Intelligence. In the Argentine market, where football culture and physical competition carry deep social currency, the message of sustained endurance carries particular resonance. David Buenos Aires translated that cultural current into a film medium, choosing movement and visual tension over dialogue to make the brand's case, according to Marketresearch. The creative device, as documented by Clapboard, centres on symbolic, performance-oriented storytelling that dramatises endurance through metaphorical obstacles rather than product demonstration.
One media asset anchors the campaign. That economy of form reflects a deliberate strategic choice: a single, well-executed film can accumulate cultural weight that a scattered multi-asset campaign often cannot. Powerade, a brand competing directly against Gatorade and other non-alcoholic drinks in Argentina's sports-beverage segment, needed a creative statement capable of cutting through a crowded category. Stay on delivers that statement in the language, aesthetic register, and competitive sport atmosphere that Argentine consumers recognise as their own. The campaign sits within the Food and Drink category and is archived on Clapboard with a score of 63 out of 100, reflecting a competent and culturally grounded execution that advances the brand's endurance positioning without reinventing the performance-advertising genre.
ARCHIVEPowerade entered the Stay on campaign from a clear position of competitive disadvantage at the global level, according to Pmc Ncbi Nlm Nih Gov. Gatorade held a commanding share of the worldwide sports-drink market in 2019, according to HTF Market Insights, while Powerade occupied a secondary position. That global dynamic replicated itself in Argentina, where Gatorade and Lucozade both competed for the sports-beverage consumer alongside Powerade, as noted by Clapboard's market research. For a brand in that position, functional product claims rarely suffice. Emotional and aspirational territory becomes the more defensible ground.
David Buenos Aires identified the insight that Argentine sports consumers — particularly those motivated by personal achievement rather than professional sport — do not simply want refreshment. They want evidence that their chosen drink understands the psychology of effort. The decision to build Stay on around persistence and the refusal to stop speaks directly to that mindset. The campaign's Spanish-language execution reinforces its local commitment, signalling to Argentine audiences that Powerade is not simply broadcasting a global message downward but engaging the market on its own cultural terms.
Powerade's association with the 2019 Copa América as an isotonic-drink sponsor, documented by Clapboard, gave the brand additional contextual authority in Argentina and Uruguay during the same calendar year the campaign launched. That sponsorship alignment meant Stay on was not operating in isolation. It appeared within an ecosystem in which Powerade's name was already attached to elite South American football competition, lending the endurance narrative of the film a degree of institutional credibility. The strategic decision to launch in May 2019 — ahead of the Copa América tournament — suggests deliberate timing intended to prime Argentine audiences before the sport's most visible regional moment.
Director Nico Pérez Veiga leads the creative execution of Stay on, working with production company Primo to bring the endurance narrative to screen. Pérez Veiga's approach channels the performance-film tradition common to sports advertising, using the camera to express physical effort rather than narrate it. The result, as archived on Clapboard, is a film that relies on visual rhythm and kinetic energy to carry its message.
Creative directors Joaquín Cubría and Nacho Ferioli at David Buenos Aires shaped the conceptual framework. Their brief, centred on metaphorical obstacles and symbolic dramatisation rather than literal product placement, reflects an understanding that sophisticated sports audiences respond to feeling over instruction. The campaign avoids the conventions of product-demonstration advertising and instead positions the Powerade brand inside a moment of psychological and physical resistance.
The depth of craft in the production extends across the full crew. Cinematographer Kate Arizmendi brought visual discipline to the shoot, while editor Marcela Truglio shaped the film's pacing — a critical element in performance advertising where rhythm must mirror the physical experience being depicted. Art director Guillermo Aliaga Pueyrredon and copywriter Tomás O'Gorman contributed to the film's visual and verbal economy, and music house Swing Música, confirmed as a credited collaborator per Clapboard and Swing Música's own records, provided the sonic architecture that sustains the film's emotional momentum. Sound and post audio work was handled by Papa Post. Producers Brenda Morrison Fell and Juan Manuel Cuervo managed the production, with account management provided by Emanuel Abeijón, Justina Lioy Lupis, and Candela Camacho. The breadth of named talent across this single-asset campaign underscores the production ambition behind what might appear, on the surface, to be a compact creative project.
No independently verified third-party performance data for the Stay on campaign — such as brand-lift studies, sales uplift figures, or media reach metrics — is publicly available. What the archive record does establish, per Clapboard, is that the film accumulated 4,265 views and 21 likes within its documented archive lifespan, with one comment registered. These figures reflect engagement within an industry archive context rather than consumer media performance, and they do not constitute a proxy for campaign reach in the Argentine market.
Structurally, Stay on demonstrates several attributes associated with effective performance advertising. The single-asset discipline concentrates creative investment rather than dispersing it. The cultural specificity of the Argentine market execution — Spanish language, local crew, Copa América adjacency — reduces the dilution effect that globalised campaigns often suffer. The symbolic, obstacle-driven narrative gives the film rewatch value and emotional resonance beyond a single exposure, which matters when paid media amplification data is unavailable for independent assessment.
David Buenos Aires's track record in performance and sports advertising, combined with the calibre of the production team assembled for this film, suggests that Stay on was built to operate at a competitive standard within the non-alcoholic drinks category in Argentina. Clapboard scores Stay on at 63 out of 100, a result that reflects a well-crafted, culturally coherent piece of brand communication that executes its brief with confidence but does not represent a formal creative-awards benchmark for the agency or the brand.
Stay on is a Spanish-language performance film created for Powerade by David Buenos Aires, launched in Argentina in May 2019. The campaign uses symbolic, obstacle-driven storytelling to position Powerade as a hydration brand for athletes committed to sustained endurance. It comprises one documented media asset and is archived on Clapboard with a score of 63 out of 100.
David Buenos Aires created Stay on for Powerade in 2019. The agency's creative directors were Joaquín Cubría and Nacho Ferioli. Production was handled by Primo, with Nico Pérez Veiga directing the film and Swing Música providing the soundtrack, as documented by Clapboard and credits records from collaborating studios.
Nico Pérez Veiga directed the Powerade Stay on film for production company Primo. He worked alongside cinematographer Kate Arizmendi and editor Marcela Truglio. The full production crew also included art director Guillermo Aliaga Pueyrredon, copywriter Tomás O'Gorman, and producers Brenda Morrison Fell and Juan Manuel Cuervo, per Clapboard records.
Powerade uses Stay on to compete emotionally rather than functionally against Gatorade, which held a dominant global sports-drink position in 2019 according to HTF Market Insights. By anchoring the campaign in Argentine culture and the endurance mindset of local sports consumers, Powerade claims aspirational territory that product-feature advertising cannot reach in a market Gatorade largely leads.
Powerade served as an isotonic-drink sponsor associated with the 2019 Copa América for Argentina and Uruguay, as documented by Clapboard. The Stay on campaign launched in May 2019, ahead of the tournament, positioning the brand's endurance narrative within the most prominent South American football competition of that year and amplifying its credibility among Argentine sports audiences.
Powerade's Stay on campaign received a Clapboard Score of 63 out of 100. The score reflects a culturally coherent and competently executed performance film that fulfils its endurance brief with confidence. The campaign is archived on Clapboard as a single film asset, produced in Argentina in May 2019 by David Buenos Aires and Primo.
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