Athletic wear brand Under Armour has created a clone army of elite athletes for its latest spot, sending the message that sporting dominance is about discipline, dedication and relentlessness.
Athletic wear brand Under Armour has created a clone army of elite athletes for its latest spot, sending the message that sporting dominance is about discipline, dedication and relentlessness.
The Droga5 NYC-created ad, just released in Australia, shines a spotlight on the self-discipline of world-leading athletes.
In it, world number one golfer, Jordan Spieth; NBA MVP, Stephen Curry; and American Ballet Theatre principal dance,r Misty Copeland, are shown training intensely. After homing in on each individual athlete moving through their manoeuvres, the camera pans out to reveal an endless open space filled with perfectly synchronised clones training along with them.
As the ad draws to a close, the clones disappear leaving the athlete standing alone.
“You are the sum of all your training,” it reads, with the hashtag #RuleYourself.
“The concept of the ‘Rule Yourself’ campaign is simple - you are the sum of all of your training. It’s the only way to get better, and it’s the common thread that unites each of our all-star athletes around the globe,” said Adam Peake, Executive Vice President, Global Marketing, Under Armour.
“Under Armour provides the gear, equipment and digital tools the athlete needs to push through a tough workout. But we also want to give them that extra inspiration to improve everyday, to keep building their inner army and to stay focused on success even when the going gets tough.”
The campaign features this 60 second spot along with a series of shorter films focusing on individual athletes.
It follows on from Under Armour's massively successful, 'I Will What I Want' digital campaign with Copeland.
What do you think? Does the ad make you want to jump into your Lyrcra Under Armour shorts and go for a jog, or is it all a bit much? Let us know your thoughts below ...
