When Under Armour signed Brazilian supermodel Gisele Bündchen for an advertising contract, she received quite a bit of criticism over social channels.
In the latest from Droga5’s “I Will What I Want” campaign, quotes from these social media critics are shown in the background (along with some support) as Bündchen tunes it all out and proceeds to kick and punch a heavy bag. She looks more like an athlete than a model in the spot, proving she has abilities beyond the runway. Her kung fu and yoga moves are also on display at http://gisele.underarmour.com/ — set to the backdrop of more real social media comments. While Gisele may have seemed like an odd choice for Under Armour, the collaboration works, even if it lacks the same narrative power as the campaign’s previous spot with Misty Copeland.
“We wanted to show a new side of Gisele—the unguarded, raw, real and brave side that shows what its like living in the public eye,” Droga5 Creative Director John McKelvey explained to Adweek. “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.”
Credits:
Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Creative Director: John McKelvey
Creative Director: 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 Director: 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
SVP, Women’s Executive Creative Director: Leanne Fremar
VP, Women’s Marketing: Heidi Sandreuter
Women’s Brand Manager: Kameryn Stanhouse
Guidance Counsel: Meredith Chase
Broadcast Production Company: Smuggler
Director: Jaron Albertin
DOP: Andrij Parekh
Partner: Patrick Milling Smith
Partner: Brian Carmody
Executive Producer: Allison Kunzman
Producer: Andy Coverdale
Editorial: Work Editorial
Editor: Ben Jordan
Assistant Editor: Trevor Myers
Executive Producer: Erica Thompson
Producer: Sari Resnick
Post Production: The Mill
Head of Production: Sean Costelloe
Head of CG: 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: Plan 8