Droga5 New York follows up on the success of last year’s “I Will What I Want” campaign with the new “Rule Yourself,” which the agency launched with a 60-second spot.
American Ballet Theatre principal dancer Misty Copeland, who starred in that campaign’s most memorable spot, returns for the new spot, joined by NBA MVP Steph Curry and pro golfer Jordan Spieth. The spot opens on each of the athletes training alone. Soon, however, each of them is joined by countless versions of themselves all moving in unison. An army of Copelands kick their legs high in the air, a long trail of Spieths walk to the next hole and Currys dribble in one fluid motion. The line “You are the sum of all your training” near the ad’s conclusion makes the clear that the countless copies of each athlete are meant as representations of their many hours of dedicated training. It’s a visually stunning ad, and the implication behind the approach is well-communicated even before the line. Unfortunately, the spot suffers from some issues with its sounds. While Philip Glass‘ “Knee Play 1” makes for a fitting soundtrack, it frustratingly drowns out commentary from the spot’s athletes.
“Under Armour provides the footwear, apparel and equipment the athlete needs to push through a tough workout, Under Armour executive vice president of global marketing Adam Peake said in a statement. “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.”
Credits:
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
Music
Artist: Philip Glass
Title: Einstein on the Beach – “Knee Play 1”
Rearrangement: Dunvagen Music Publishers
Sound Mix: Sonic Union
Studio Director: Justine Cortale
Mixer: David Papa