Sporting heroes are, in fact, only human. When they’re brand ambassadors it can be something of a nuisance for the brand when their heroes are caught behaving badly or have an epic sporting fail.
Unless they use these fails to advantage, as in Adidas’ There Will Be Haters or Under Armour’s Rule Yourself: Michael Phelps.
Now the brand is calling on its NBA star, Stephen Curry, to redeem the loss he and his team, the Golden State Warriors, suffered to the Cleveland Cavaliers in the June Finals.
It’s a rousing ad with a little of the power of there will be haters and a lot of the power of fan-love intertwined through it.
The ad, which the viewer eventually discovers is for the Curry 3 shoes, reminds Curry of the obstacles he has made old news before, and asks him to make the recent fail old news too.
It’s shot with a neon overlay and a cool soundtrack – the 1971 version of Louis Armstrong’s Nobody Knows performed by Pastor T.L. Barrett & the Youth For Christ Choir. The ad’s climax is a two-word title – Curry’s response to his fans, I will.
Curry said in the launch statement, “The last year has been an incredible roller coaster of emotions and this campaign completely captures those highs and lows. This year, it’s all about recalibrating to understand there’s still so much left to do and achieve on the court and with Under Armour. This film, and the work we’ve done on the Curry 3, jumpstarts that mindset—knowing that the next chapter in our story will be written only by perseverance and the will to succeed.”
Credits
Agency: Droga5 NY
Creative chairman: David Droga
Chief creative officer: Ted Royer
Group creative director: Tim Gordon
Senior creatives: Laurie Howell & Toby Treyer-Evans
Executive design director: Rob Trostle
Senior designer: Toga Cox
Chief creation officer: Sally-Ann Dale
Executive producer: David Cardinali
Senior broadcast producer: Jennifer Chen
Production company: MJZ
Director: Harmony Korine
DOP: Arnaud Potier
Executive producer: Kate Leahy
Producer: Laurie Boccaccio
Post production: Blacksmith
Editing: Cartel
Colour: Company3
Sound: Sonic Union
Sound Mixer: Steve Rosen
Sound design: Q Department
Client: Under Armour
Chief executive officer & founder : Kevin Plank
Chief marketing officer : Andrew Donkin
Senior vice president, global brand management: Adrienne Lofton
Senior vice president, global communications : Diane Pelkey
Vice President, global creative : Brian Boring
Vice President, global consumer engagement : Jim Mollica
Senior Director, integrated brand communications : Jack Daley
