Most gritty sportswear ads celebrate working hard and being your best. Not this one. This spot reminds you that you've made some enemies, and they're coming for you.
Starting today, protective gear brand Unequal and Dallas agency 3Headed Monster are rolling out a campaign called "Coming for You," featuring the intense workout regimens of athletes waiting for their opportunity to break you in half. The spots will air on ESPN and online.
In the campaign's football-themed ad, we see a player who's taken on the ominous nickname The Butcher since you, the viewer, tweeted to him: "You're so soft, you smell like dryer sheets. #weaksauce #scoreboard."
Maybe next time keep those observations to yourself, because now he's made revenge his motivation on a scale that would make the Count of Monte Cristo jealous.
In another, somewhat less vengeance-driven spot, we see a soccer player—Jessica "Gets Even" Stevens—who's been working overtime to be the best, and her path seems aligned to run right through your concussed skull. (Which is why you might want to pick up Unequal's Halo1 soccer headgear.)
In addition to flipping the script on the usual athletic ad that tries to empower the viewer by celebrating your own work ethic, this campaign is also true to brand. Unequal creates protective wear designed from military-grade technology.
For the athletes who enjoy the occasional trash talk (or for their parents), this ad might be a good motivator to pick up some revenge-resistant ballistic gear.
Title: Coming For You
Agency: 3headed Monster
Launch Date: 9/6/16
Creative Chairman Shon Rathbone
Copywriter: Ryan Martindale
Art Director: Pete Voehringer
Executive Producer: Nicole Schofield
Account Supervisor: Diana Hershberger
Production Company: Minder
Director: Matt Rainwaters
Director of Photography: Kyle Osburn
Executive Producer: Chris Jennings
Producer: Buttons Pham
Postproduction: Charlie Uniform Tango
Editor: Rodney Demeglio
Assistant Editor: Jose Michelena
Colorist: Allen Robbins
3-D Artist: Connor Adams
Motion Designer: Tramaine Townsend
Sound Engineer: Jake Kluge
Audio Assist: Chris Walker
Postproduction Principal / Ceo Lola Lott
Postproduction Executive Producer: Carrie Holecek
Creative Director: Brian Flores
Composer: Jason Zaffary
Music Executive Producer: Jon Slott
Music Senior Producer: Kathy Whitbeck