Gatorade Gets Into Sidney Crosby, Lets Us Come Too

Gatorade presents us with the What's Inside campaign starring the NHL's Sidney Crosby. The Canada-based run includes video game stylistics and surreal Hollywood visual effects. The object is to go on pushing their longtime "Is it in you?" position which always brought Alien, and not sports drinks, to mind.

We're a little surprised by what the inside of somebody's mind actually looks like. Under the impression it would be murky and labyrinthine, Crosby's head is a lot more like, well, a spaceship.

With decision-making opportunities and the occasional dreamy childhood flashback, the site is trippy and occasionally eerie, but then again we're easily shaken after a Goatse attack. We only wish we had a bit more back-end control over the hockey star, who makes for rather nice eye candy. Credit goes out to Canada's Tribal DDB.