Ad of the Day: Under Armour Hypnotically Captures the Army of Athletes Inside Each Star

Droga5 ad features Misty Copeland, Steph Curry, Jordan Spieth

For athletes and performers at the peak of their game, success is never just handed over freely. Talent is honed with constant training, a daily commitment to being better than you were the day before.

Droga5's latest work for Under Armour illustrates that fact in a mesmerizing way, showing three of today's top stars as armies of themselves, sweating and perfecting their moves, whether it's from behind the three-point line or under a theatrical spotlight.

American Ballet Theatre principal dancer Misty Copeland (star of one of Under Armour and Droga5's highly celebrated "I Will What I Want" ads) joins NBA MVP Steph Curry and golf champion Jordan Spieth in the athletic apparel brand's new 60-second spot, which breaks today.

"The concept of the 'Rule Yourself' campaign is simple: you are the sum of all of your training. It's the only way to get better," Under Armour evp of global marketing Adam Peake said in a statement announcing the campaign. "And it's the common thread that unites each of our all-star athletes around the globe." 

The spot opens with solo shots of the athletes, but unfolds magically into an army of dancers, golfers and basketball players performing rep after rep, in perfect unison. A thousand Currys simultaneously dribble two basketballs, inches from the ground just as Jordan Spieth sends hundreds of golf balls catapulting through the air and an army of Misty Copelands twirl in a giant circle. 

The tagline, "You are the sum of all your training," hits home at the end of the spot as the athletes' clones reunite.

"Under Armour provides the footwear, apparel and equipment the athlete needs to push through a tough workout. 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," Peake added.

The campaign will also include a series of shorter films, to be released in the fall, which will also star New England Patriots quarterback Tom Brady.

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

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