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

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. In the playoffs, we are dropping a 3-second Curry ad every time @StephenCurry30 drops a 3. #BreakTheGamehttps://t.co/V2ar9GMFh1 — Under Armour Hoops (@UAbasketball) April 16, 2016 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. Can you keep a secret? #BreakTheGamehttps://t.co/SBHd6LWhhv — Under Armour Hoops (@UAbasketball) April 16, 2016 It's good to be prepared. #BreakTheGamehttps://t.co/8opecFTleW — Under Armour Hoops (@UAbasketball) April 16, 2016 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. CREDITS 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 Client: 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

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

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Gabriel Beltrone