A new spot for Gatorade from Element 79 Partners, Chicago, uses a reality-based format and a NASCAR tie-in to make a winning pitch for its product, according to the Chicago Sun-Times' Lewis Lazare. Narrated by veteran sports broadcaster Keith Jackson, the "G.I.D.S." ad spotlights the Gatorade In-Car Drinking System, an in-vehicle setup that during races keeps drivers properly hydrated with the popular sports drink.

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