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Posts Tagged ‘Julian Cheevers’

Gisele Bündchen Stars in Droga5′s Latest for Under Armour

When Under Armour signed Brazilian supermodel Gisele Bündchen for an advertising contract, she received quite a bit of criticism over social channels.

In the latest from Droga5′s “I Will What I Want” campaign, quotes from these social media critics are shown in the background (along with some support) as Bündchen tunes it all out and proceeds to kick and punch a heavy bag. She looks more like an athlete than a model in the spot, proving she has abilities beyond the runway. Her kung fu and yoga moves are also on display at http://gisele.underarmour.com/ — set to the backdrop of more real social media comments. While Gisele may have seemed like an odd choice for Under Armour, the collaboration works, even if it lacks the same narrative power as the campaign’s previous spot with Misty Copeland.

“We wanted to show a new side of Gisele—the unguarded, raw, real and brave side that shows what its like living in the public eye,” Droga5 Creative Director John McKelvey explained to Adweek. “To the world, most people have only seen her in a context of beauty and polish. But when we came to Gisele with the idea, she embraced the truth of the concept and its potential to be a positive message.” Read more

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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

D-Wade Toys with Technology in Latest ‘Dominate’ Ad

The 007 winks continue in this latest Dwyane Wade-starring spot from W+K’s “Dominate Another Day” campaign for Jordan Brand. This time, Flash learns from his sidekick H (guess Q was already taken) about the techy upgrades that have been made to his game shoes and testing them in H’s state-of-the-art obstacle course.

What is the objective behind this whole mission/campaign, besides obviously selling the sneaker? It’s about D-Wade bringing the championship rings back to Miami–though that’s as far-fetched an idea as a hoverboard if the Heat keep losing to Boston like they have been. Noam Murro once again gets behind the camera for this clip–which marks one of  W+K New York’s last creative efforts during the Austria/Proudfoot era–and Trent Reznor‘s cohort, Atticus Ross, returns to compose the score.

Full credits after the jump.

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