Gatorade was launching a new flavour, X-Factor and wanted to ask the question, “Is it in you?”. It occurred to us that, when you look, the letters of the alphabet are everywhere in sport. On the players’ chests, in stat lines, on the field of play, held up by fans, and even hidden in plain sight, But other than “X”, no other letter is a factor. Fittingly directed by a fella named Tony Kaye. Mark’s role: CW | CD