Droga5 brought back Steph Curry, who starred in the agency’s campaign-launching “Rule Yourself” spot for Under Armour alongside American Ballet Theatre principal dancer Misty Copeland and pro golfer Jordan Spieth, for a new ad also featuring voiceover from Jamie Foxx (who appeared in February’s “Book of Will” for the brand).
The 60-second spot, “Flash,” celebrates Curry as a game-changer and promotes the brand’s new Curry Two, which will be released October 24. “How long does it take to change the game of basketball, to change the sport?” asks Foxx at the opening of the ad, “Hours? Days? Years? Decades? How about .4 seconds.” For the remainder of its runtime, Foxx elaborates on how Foxx has changed basketball, making the step-back three the new dunk. Hardcore basketball fans, a decent part of Under Armour’s core audience, should appreciate the spot giving the sport, and Curry, the limelight, although Under Armour fans who aren’t big fans of the sport may not be so enthused.
“Stephen is a generational talent, and through hard work and self-belief he’s doing things on a basketball court that is impacting how the game is played, coached and seen by fans throughout the world,” Under Armour vice president of global brand and sports marketing Peter Murray told Adweek. “This new story, featuring Stephen in the new Curry Two, showcases his dynamic skill set, which is inspiring a new generation of basketball players to challenge the foundation of the game and lead the new era of basketball.”
Credits:
Client: Under Armour
Campaign: Curry Two
Title “Flash”
Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Group Creative Director: Tim Gordon
Copywriter: Craig Gerringer
Art Director: Conner Tobiason
Chief Creation Officer: Sally-Ann Dale
Head of Broadcast: Production Ben Davies
Broadcast Producer: Rebecca Wilmer
Integrated Production Business Manager: Librado Sanchez
Global Chief Strategy Officer: Jonny Bauer
Head of Strategy: Chet Gulland
Group Strategy Director: Harry Roman
Junior Strategist: Isaiah Brown
Senior Communications Strategist: Hillary Heath
Group Account Director: Julian Cheevers
Account Director: Brian D’Entremont
Account Manager: Josh Freeland
Associate Account Manager: Scott Bubis
Senior Project Manager: Courtney Kosup
Project Manager: Monique Lavie
Client: Under Armour
CEO & Founder: Kevin Plank
EVP, Global Marketing: Adam Peake
SVP, Global Brand Strategy: Rick Anguilla
SVP, Global Brand Creative: Steve Battista
SVP, Global Brand Marketing: Adrienne Lofton
SVP, Business Development & Entertainment: Todd Montesano
VP, Global Brand & Sports Marketing: Peter Murray
VP, Creative & Design: Brian Boring
Sr. Director, Strategic Partnerships & Entertainment: Dre Wright
Creative Director, Story Development: Jed Jecelin
Director, Brand Basketball: Tai Foster
Director of Sports, Marketing, Pro Basketball: Kris Stone
Brand Marketing Director, Campaign Integration: Teresa Oles
Director Creative Operations: Eric Clemmer
Production Company: Smuggler
Director: Henry-Alex Rubin
DOP: David Devlin
Partner: Patrick Milling Smith
Partner: Brian Carmody
Executive Producer: Lisa Tauscher
Executive Producer: Drew Santarsiero
Head of Production: Andrew Colón
Producer: Alex Waite
Editorial: Stitch Editorial
Editor: Leo Scott
Assistant Editor: Weston Cadwell
Executive Producer: Mila Davis
Telecine: The Mill
Colorist: Fergus McCall
Postproduction: Framestore
Senior Producer: Christa Cox
Senior Producer: Nicholas Dziekonski
VFX Supervisor / Lead Flame Artist: Martin Lazaro
Compositor: Leslie Chung
Compositor: Hieu Phan
Music Supervisor, Venn Arts: Jonathan Hecht
Track: “Giants” by Tamer, Pusher Music
Sound Duotone: Audio Post
Executive Producer: Greg Tiefenbrun
Mixer/Sound Designer: Andy Green