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Posts Tagged ‘Alexander Nowak’

Droga5 Inspires for Under Armour

Droga5 takes Under Armour in a different direction with a new campaign called “I Will What I Want” aimed at women, starring Misty Copeland, a soloist with the American Ballet Theatre.

The spot opens with a young girl reading a rejection letter from a ballet academy over a sparse piano track as we see Copeland, poised on her taut ankles in a practice room. “…You lack the right feet, Achilles tendons, turnout, torso length and bust,” reads the girl. “You have the wrong body for ballet. And at 13, you are too old to be considered.” At this point, the soundtrack is set in motion and Copeland springs to life, twirling and gliding across the stage decked out in Under Armour. It is not until the conclusion of the 60-second spot that Copeland’s identity is revealed, her ultimate triumph over adversity implied.

Copeland, who is only the third African American soloist in the history of the American Ballet Theatre, told The New York Times “she never received a rejection letter that so starkly enumerated the reasons she was ill suited to be a ballet dancer,” but that “it accurately encapsulated the resistance she had faced throughout her career,” told from the time she was an adolescent that she had “the wrong body type” for ballet.

We see a lot of ads aim to be inspirational, but seldom do they succeed like “I Will What I Want,” which, unlike most spots with similar ambitions, doesn’t come across as forced or hokey. Coming from Under Armour, it’s an unexpected and refreshing new direction. Along with the broadcast spot, the campaign also includes digital and outdoor components, featuring Olympic skier Lindsey Vonn, tennis player Sloane Stephens and soccer player Kelley O’Hara in addition to Copeland. Stick around for credits after the jump. Read more

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MTV, Y&R Team Up to Raise Awareness About Human Trafficking

In an effort to help combat human trafficking, Y&R NY and MTV EXIT (End Exploitation and Trafficking) produced the above video, titled “Planet Better.” The video is premiering today (probably as it wasn’t the most uplifting Valentine’s Day fodder) across MTV properties and will be available to purchase from the iTunes store. The touching clip follows a young girl who moves across borders for love, only to be sold into the sex trade before MTV gives its viewers worldwide human trafficking statistics and information about how they can help.

Lending their talents to the project are media/advertising music collective Black Iris and their friend Bethany Cosentino of the band Best Coast. Together, they recorded the song “When Will I Find Love?,” which Black Iris wrote specifically for this project. All proceeds from iTunes downloads of the songs will go directly to organizations for people working to rescue and rehabilitate victims of human trafficking.

“Human trafficking, especially of young women for sexual exploitation, is a crime which violates basic human rights; rights to freedom, equality and dignity. MTV’s unique global network can support and promote these rights.” says MTV International’s SVP, social responsibility George Arnold in a statement. “‘When Will I Feel Love’ is a powerful video, and a powerful way to reach out and raise awareness among young people, across borders and language barriers,”

Credits follow after the jump.

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