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

Supermodel gets tough in potent Droga5 spot

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