Fixation is a ‘win from within’ story about the relentless inner drive of athletes to be the best they can. Pro basketball players Kevin Durant and Dwyane Wade battle for who-beats-whom on the way to the hoop, in this TV spot, filmed in Houston the day after the NBA All-Stars game. It was shot by Cannes Grand-Prix winning director Rupert Sanders and edited by two-time-Oscar-winning Kirk Baxter for ad agency TBWA\Chiat\Day.

The agency’s goal was to reinforce and continue Gatorade’s “Win From Within” campaign launched last year, this time emphasizing practice and hydration as key elements for a better performance, along with a healthy dose of competition. TBWA chief creative officer John Norman adds “It's a true sports insight. The fear of being second makes you hungry to be first.”