Bryce Harper Sweats the Numbers in His Snazzy New Under Armour Ad (and Shoes)

Stats might be a big deal in baseball, but four-time all-star Bryce Harper wants young players to know there's something more important—their feet. Under Armour is out with a new campaign from Droga5 titled "It Comes from Below," promoting the brand's shoes. It launches this week with an ad for the Washington Nationals' new namesake Harper One cleats (which, naturally, the Nats' right fielder will be wearing at Tuesday night's All-Star Game). In the commercial, Harper stands at the plate in an empty field, practicing his swing. The voiceover (by Harper's high school coach, Sam Thomas) rattles off his impressive accomplishments by the numbers—precocious gains as a teenager, impressive averages, a unanimous MVP selection—all while his bat cracks against the ball again and again, punctuating each data point. The score crescendos, his practice intensifies along with his internal monologue, the pressure might even seem to be getting to him, except for one simple fact—it's that thwacking sound that he loves more than any quantifiable accomplishment, and he has his stance (now clad in flashy new black-and-gold Under Armour money makers) to thank for it. The intense discipline and solitude of the superstar athlete is anything but a new tack for sports marketing. A similar dynamic helped drive Under Armour and Droga5's Michael Phelps ad to a Film Craft Grand Prix at Cannes last month. But that basic trope is executed pointedly here. The frenetic pace, the doubt and the repetition give way to a sense of quiet born of a pure love for playing the game at the highest level—even if the numbers-soup metaphor does get pushed to the verge of comical, with stadium seat and section numbers entering Harper's mental fray. Future installations in the campaign, coming this fall, will feature Carolina Panthers quarterback Cam Newton. And the basic premise of the campaign—that greatness starts with solid footwork—is hard to argue with, even if it's a little grounded for an advertisement. CREDITS Client: Under Armour Campaign: It Comes From Below Title: Numbers Agency: Droga5 NY Creative Chairman: David Droga Chief Creative Officer: Ted Royer Group Creative Director: Felix Richter Group Creative Director: Alexander Nowak Copywriter: Bryan Wolff Art Director: Daniel Sumarna Chief Creation Officer: Sally-Ann Dale Executive Producer: David Cardinali Associate Producer: Troy Smith Global Chief Strategy Officer: Jonny Bauer Head of Strategy: Harry Roman Strategy Director: Sam Matthews Head of Communications Strategy: Colleen Leddy Communications Strategy Director: Hillary Heath Communications Strategist: Kathryn Ruocco Strategist: Newman Granger Senior Data Strategist: Anthony Khaykin Group Account Director: Julian Cheevers Account Director: Bola Adekoya Account Supervisor: Lucy Santilli Senior Project Manager: Courtney Kosup Project Manager: Connor Hall Client: Brand/company name CEO and Founder: Kevin Plank Chief Marketing Officer : Kip Fulks SVP, Global Brand Management: Adrienne Lofton SVP, Global Communications: Diane Pelkey VP, Global Creative: Brian Boring VP, Global Consumer Engagement: Jim Mollica Senior Category Director: Jim Bel Bruno Director, Global Marketing Operations, Process & Integration : Teresa Oles Production Companies: Somesuch + Anonymous Director : Aoife McArdle Found Partner, Somesuch: Sally Campbell Found Partner, Somesuch: Tim Nash Managing Director, Anonymous: Eric Stern Executive Producer, Anonymous: SueEllen Clair Producer: Laurie Boccaccio DOP: Steve Annis Production Manager : Yianni Papadopoulos Editorial: Final Cut Editor:: Dan Sherwen Cutting Assitant (NY):: Geoff Hastings Assistant Editor (UK):: Leila Gaabi Executive Producer:: Sarah Roebuck Head Of Production:: Jen Sienkwicz Producer (UK): Frankie Elster Producer (NY):: Jamie Nagler Post Production: BlackSmith Executive Producer: Charlotte Arnold Producer: Megan Sweet VFX Supervisor : Iwan Zwarts Music / Sound Design: Siren / Factory Partner and Company Director: Sean Atherton Color: Company 3 Colorist: Tom Poole

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Bryce Harper Sweats the Numbers in His Snazzy New Under Armour Ad (and Shoes)

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Gabriel Beltrone

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Gabriel Beltrone