Under Armour Is Making a New 3-Second Ad for Every Stephen Curry 3-Pointer in the Playoffs

This could get a little crazy

NBA star Stephen Curry is famous for shooting three-pointers. So, for each one he sinks during this year's postseason, Under Armour will honor him with a new three-second ad.

The sports marketer launched the campaign on Twitter last Saturday, when the playoffs first started, tweeting the first round of spots under hashtag #BreaktheGame during a match that saw Curry's team, the Golden State Warriors, crush the Houston Rockets 104-78.

The mischievous three-second videos feature Curry wondering—not once but twice—what a pile of bricks are doing courtside. Other bits in his comedy act include starting to share the secret to his success before being cut off, and taping a marker at the three-point line to ensure his enemies—whoever they are—don't move it to thwart him. 

A numerically themed campaign might seem a little on the nose (and any super-short ad can't but evoke Miller High Life's famous 1-second Super Bowl ad from 2009). Still, Under Armour and agency Droga5 are clever to capitalize on Curry's knack for scoring an obscene number of long-distance shots. This season, he shattered his own—and the league's—previous record for three-pointers, raising the high bar from a measly 286 … to 402.

In other words, viewers might easily see five new ads per game—about on par with Curry's performance during 2015 playoffs, when the Warriors won the championship after 21 matches. Assuming similar performance from him and his team (who are strongly favored to win the crown again this year after a blistering 73-9 season), Under Armour looks topical, and is only on the hook for about five and a half minutes of footage. 

Then again, that's still a lot of three-second ads. Follow along on UAs Twitter account.


Client: Under Armour

Campaign: #BreaktheGame

Agency: Droga5 NY

Creative Chairman: David Droga

Chief Creative Officer: Ted Royer

Group Creative Director: Tim Gordon

Copywriter: Benjamin Bliss

Art Director: Evan Schultz:

Designer: Toga Cox:

Chief Creation Officer: Sally-Ann Dale

Head of Broadcast Production: Ben Davies

Executive Producer: David Cardinali

Associate Producer: Isabella Lebovitz

Head of Interactive Production: Niklas Lindstrom

Head of Art Production: Cliff Lewis

Global Chief Strategy Officer: Jonny Bauer

Group Strategy Director: Harry Roman

Strategy Director: Sam Matthews

Junior Strategist: Newman Granger

Head of Communications Strategy: Colleen Leddy

Senior Communications Strategist: Hillary Heath

Social Communications Strategist: Maureen O’Brien

Data Strategist: Anthony Khaykin

Group Account Director:  : Julian Cheevers

Account Director:  : Bola Adekoya

Account Supervisor: Lucy Santilli

Associate Account Manager: Scott Bubis

Senior Project Manager: Courtney Kosup

Project Manager: Connor Hall


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

Director, Global Marketing Operations—Process

& integration : Teresa Oles

Director, Global Basketball: Tai Foster

Production Company: O Positive

Director: Jim Jenkins

DOP: Roberto Schaefer

Executive Producer: Ralph Laucella:

Line Producer: Ken Licata

Editorial: Droga5 Studio

Editor: Matthew Badger:

Studio Coordinator: CJ Strahan

Post Production: The Mill

Executive Producer: Sean Costello

Senior Producer: Nick Strange Thye

2D Lead: Brandon Danowski

Colorist: Michael Rossiter

Color producer: Natalie Westerfield

Color Assistant: Evan Bauer

Sound: Heard City

Engineer: Jeremy Siegel

Executive Producer: Gloria Pitagorsky

Producer: Talia Rodgers

@GabrielBeltrone gabriel.beltrone@gmail.com Gabriel Beltrone is a frequent contributor to Adweek.