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Jimmy-Smith-Gaterade

By Anslem Samuel | Published January 11, 2011 | Full size is 500 × 320 pixels

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 Ali—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.

In creating tongue-wagging campaigns for brands like Nike and Snickers, Jimmy Smith earned his reputation…