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Under Armour had a huge hit with its Michael Phelps "Rule Yourself" spot, which broke in March and helped drive the sportswear brand through the Olympics last month.
Now, UA tells Adweek that it's taking a similar approach with Cam Newton in a wild new commercial from Droga5 that metaphorically addresses the NFL star's obstacle-filled path to greatness—and features some pretty unlikely source material, as well as an interesting family addition to the creative.
The spot, "Prince With 1,000 Enemies," breaks this morning and shows the Carolina Panthers quarterback—last season's league MVP and Super Bowl runner-up—standing alone in a misty field in the twilight.