Ad of the Day: Under Armour Presents Gisele Bündchen Like You've Never Seen Her

Gisele Bündchen kicks butt in a new ad breaking today for Under Armour's "I Will What I Want" campaign by Droga5. The supermodel and wife of NFL quarterback Tom Brady (a fellow UA athletic endorser) also shows off her kung fu and yoga abilities at iwillwhatiwant.com/gisele, which will stream real-time comments from social media. Leanne Fremar, executive creative director for UA's women's brand, gave Adweek a sneak preview of the 60-second film, which rolls out Thursday on YouTube. Look for the raw, real video to go viral—much like the previous one with Misty Copeland, which has been watched nearly 6 million times. Forget designer gowns. This is the Brazilian supermodel like you've never seen her before. With her fists wrapped like a boxer, she's athletic, fierce and formidable. She throws powerful roundhouse kicks and punches at a heavy bag. She looks like she's training for the UFC, not Fashion Week. As Gisele works up a sweat, we see real-life insults from social media critics questioning why UA would sign her. "Stick to modeling sweetie," reads one. "Protect this blouse," says another." But others are supportive as Gisele tunes out the noise—and keeps punching. "She's a mother and an inspiration," reads one. "I appreciate her taking a risk, and allowing us to show her in a different light," said Fremar. "We wanted to show a new side of Gisele—the unguarded, raw, real and brave side that shows what it's like living in the public eye," said Droga5 creative director John McKelvey. "To the world, most people have only seen her in a context of beauty and polish. But when we came to Gisele with the idea, she embraced the truth of the concept and its potential to be a positive message. The campaign shows all the contradicting opinions she is constantly exposed to and the focus and determination it takes to tune out the noise and will what she wants." Carlos Silva, president of golf lifestyle cable network Back9Network, said signing Bünchen is a smart way for UA to stand out. Much like UA is taking an unconventional approach with model and ballerina endorsers, Back9Network is focusing on golf lifestyles rather than PGA Tour pros. "It's very similar to how we're approaching the mass market following the game of golf," Silva said. CREDITS Client: Under Armour Campaign: "I Will What I Want" Film and Interactive Experience: Gisele | Will Beats Noise Launch Date: Sept. 4, 2014 Agency: Droga5, New York Creative Chairman: David Droga Chief Creative Officer: Ted Royer Creative Directors: John McKelvey, Hannes Ciatti Copywriter: Felix Richter Art Director: Alexander Nowak Chief Creation Officer: Sally-Ann Dale Head of Broadcast Production: Ben Davies Executive Broadcast Producer: Matt Nowak Associate Broadcast Producer: Goldie Robbens Executive Interactive Producer: Justin Durazzo Associate Interactive Producer: Ian Graetzer User Experience Director: Daniel Perlin Senior User Experience Designer: Lily Cho Head of Design: Rich Greco Digital Designer: Devin Croda Executive Director of Technology: David Justus Technology Lead: Joachim Do Group Brand Strategy Director: Donny Jensen Brand Strategy Director: Zach Foster Digital Strategist: Candice Chen Communications Strategy Director: Alex Kniess Group Account Director: Julian Cheevers Account Director: Lauren Smith Account Manager: Scott Sullivan Client: Under Armour Senior Vice President, Women’s Executive Creative Director: Leanne Fremar Vice President, Women’s Marketing: Heidi Sandreuter Women’s Brand Manager: Kameryn Stanhouse Guidance Counsel: Meredith Chase Broadcast Production Company: Smuggler Director: Jaron Albertin Director of Photography: Andrij Parekh Partners: Patrick Milling Smith, Brian Carmody Executive Producer: Allison Kunzman Producer: Andy Coverdale Editing: Work Editorial Editor: Ben Jordan Assistant Editor: Trevor Myers Executive Producer: Erica Thompson Producer: Sari Resnick Postproduction: The Mill Head of Production: Sean Costelloe Head of Computer Graphics: Vince Baertsoen Producer: Alex Fitzgerald Colorist: Fergus McCall Flame: Aron Baxter Interactive Production Company: Active Theory Executive Producer: Nick Mountford Technical Director: Michael Anthony Creative Technologist, Designer: Andy Thelander Interactive Developer: Rachel Smith Sound Broadcast: Heard City Interactive: Plan8 Quality Assurance: Hook QA

Brand Marketing

Ad of the Day: Under Armour Presents Gisele Bündchen Like You've Never Seen Her

Supermodel gets tough in potent Droga5 spot

Michael Mccarthy

About

Subscriptions

Events

Publications

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

Michael Mccarthy