Powerade has teamed up with new Seattle Seahawks tight end Jimmy Graham for the sports drink company’s new #justakid campaign and while every brand under the sun can come up with a hashtag campaign, few are as powerful as the above spot, which dramatically details Graham’s journey from a tough, tough childhood to the pros through a wildly effective voice-over montage.

As a complement to the “Churn” ad, Powerade also released this equally chill-inducing ad where Graham explains his own story.

The story of the mouse that churned cream into butter was popularized by Christopher Walken’s character in Catch Me If You Can but this certainly gives that a run for its money in terms of effective use of the parable.

[Darren Rovell]