In creating tongue-wagging campaigns for brands like Nike and Snickers, Jimmy Smith earned his reputation for being a advertising dynamo who always keeps consumers and competitors buzzing. As Group Creative Director for TBWA/Chiat/Day, he is the creative force behind the"What is G?" commercial for Gatorade. The spot featured a voiceover from Lil Wayne and iconic sports figures such tennis phenom Serena Williams, basketball star Dwayne Wade and boxing legend Muhammad Aliâ€”all of whom never mentioned the name of the brand in the 60-second commercial. Smith got a kick out creating this consumer mystery that quickly became a viral sensation.