Madison Avenue is cashing in on New York Giants quarterback and Super Bowl MVP Eli Manning.
Gatorade is airing a new spot highlighting how Manning held up under pressure during his team's stunning upset of the New England Patriots.
The TV spot is running on cable networks like ESPN, NBA and Fox Sports Net, and will appear during the upcoming NBA All-Star game.
The ad underscores Manning's new marketing muscle. He's been on Gatorade's endorsement roster since 2005, but this marks the first time he will star in a spot for the sports drink.
Watch the ad: