Ad of the Day: Under Armour Hypnotically Captures the Army of Athletes Inside Each Star

Droga5 ad features Misty Copeland, Steph Curry, Jordan Spieth

For athletes and performers at the peak of their game, success is never just handed over freely. Talent is honed with constant training, a daily commitment to being better than you were the day before.

Droga5's latest work for Under Armour illustrates that fact in a mesmerizing way, showing three of today's top stars as armies of themselves, sweating and perfecting their moves, whether it's from behind the three-point line or under a theatrical spotlight.

American Ballet Theatre principal dancer Misty Copeland (star of one of Under Armour and Droga5's highly celebrated "I Will What I Want" ads) joins NBA MVP Steph Curry and golf champion Jordan Spieth in the athletic apparel brand's new 60-second spot, which breaks today.

"The concept of the 'Rule Yourself' campaign is simple: you are the sum of all of your training. It's the only way to get better," Under Armour evp of global marketing Adam Peake said in a statement announcing the campaign. "And it's the common thread that unites each of our all-star athletes around the globe." 

The spot opens with solo shots of the athletes, but unfolds magically into an army of dancers, golfers and basketball players performing rep after rep, in perfect unison. A thousand Currys simultaneously dribble two basketballs, inches from the ground just as Jordan Spieth sends hundreds of golf balls catapulting through the air and an army of Misty Copelands twirl in a giant circle. 

The tagline, "You are the sum of all your training," hits home at the end of the spot as the athletes' clones reunite.

"Under Armour provides the footwear, apparel and equipment the athlete needs to push through a tough workout. But we also want to give them that extra inspiration to improve every day, to keep building their inner army, and to stay focused on success even when the going gets tough," Peake added.

The campaign will also include a series of shorter films, to be released in the fall, which will also star New England Patriots quarterback Tom Brady.


Client: Under Armour

Campaign: Rule Yourself

Agency: Droga5 NY
Creative Chairman: David Droga
Chief Executive Officer: Sarah Thompson
Chief Creative Officer: Ted Royer
Creative Director: Alexander Nowak; Felix Richter
Copywriter: Sergio Alonso
Art Director: Sebastian Piacentini
Junior Art Director: Max Friedman
Junior Art Director: Vignesh Seshadri
Junior Copywriter: Kathryn Kvas
Chief Creation Officer: Sally-Ann Dale
Head of Broadcast Production: Ben Davies
Broadcast Producer: Bill Berg
Associate Broadcast Producer: Samuel Marx
Global Chief Strategy Officer: Jonny Bauer
Head of Strategy: Chet Gulland
Group Strategy Director: Harry Roman
Senior Brand Strategist: Candice Chen
Junior Strategist: Isaiah Brown
Head of Communications Strategy: Colleen Leddy
Communications Strategist: Hillary Heath
Group Account Director: Julian Cheevers
Account Director: Brian D'Entremont
Account Manager: Lucy Santilli
Associate Account Manager: Scott Bubis
Project Manager: Courtney Kosup
Project Manager: Monique Lavie

Client: Under Armour
CEO and Founder: Kevin Plank
Exec VP, Global Marketing: Adam Peake
SVP, Global Brand Creative: Steve Battista
SVP, Global Brand Strategy: Rick Anguilla
VP, Global Creative and Design: Brian Boring
SVP, Global Brand Marketing: Adrienne Lofton
Senior Director, Global Brand Marketing: Jasmine Maietta
Director,Integrated Campaign Planning/Global Operations: Teresa Oles
VP, Media: Steve Sommers
SVP Global Communications: Diane Pelkey

Production Company: RESET
Director/DP: Wally Pfister
Managing Director: Dave Morrison
Executive Producer: Jeff McDougall
Producer: James Graves

Editorial: Stitch
Editor: Andy McGraw
Assistant Editor: Vanessa Yuille
Executive Producer: Mila Davis
Head of Production: Meagen Carroll

Post Production: The Mill
Senior Exec Producer / Head of Production: Sean Costelloe
Senior Producer: Nirad Bugs Russell
Visual Effects Supervisor / Joint Head of 2D: Gavin Wellsman
Visual Effects Supervisor / Lead Flame: Nathan Kane
Visual Effects Supervisor: Wyatt Savarese
Visual Effects Supervisor: Hitesh Patel
Lead Flame: Ilia Mokhtareizadeh
CG Massive: Cole Clark
CG Massive: Edward Hick
CG Artist: Katie Schiffer
CG Artist: Corey Langelotti
CG Artist: Eric Lane
Colorist: Fergus McCall

Sound Design: Q Department

Artist: Philip Glass
Title: Einstein on the Beach – "Knee Play 1"
Rearrangement: Dunvagen Music Publishers

Sound Mix: Sonic Union
Mixer: David Papa