On Tuesday Under Armour released a brand new
90-second advertisement featuring Michael Phelps. This hauntingly artistic ad serves as Michael Phelps' emotional goodbye to the Olympics. His grueling training regimen is on full display throughout this advertisement. Phelp's raw facial expressions as he swims, lifts weights, eats, undergoes cupping therapy, and tosses in bed as he tries to sleep creates an emotional response in viewers. Audience members are mesmerized as they take in Phelps' extreme work ethic to prepare for the Olympics. This advertisement generates the sense that it is different from all other ads featuring popular athletes. There is a feeling of authenticity and genuine emotion that is rarely seen in other ads. Phelps is emotionally exposed in this advertisement, his sweat and grunts indicative of just how serious the 30-year-old legend is about his 5th, and most likely final, Olympic Games.
This ad is part of Under Armour's "Rule Yourself" campaign, which was launched about a year ago; however, this is the first time the campaign is gaining a lot of attention. The overarching goal of the campaign is to promote Under Armour's training apparel, but there's a broader message that is speaking to athletes around the world. Within the ad, the tagline, "It's what you do in the dark that puts you in the light" is reminding people that success does not come naturally or easily. Success is only achieved through hard work and dedication, two activities Under Armour can help consumers carry out. Under Armour has perfectly captured the true nature of what it means to be an athlete, rather than just the glamor of being famous. Every athlete understands the amount of work, often with pain and stress, that must be put into a sport in order to become the best. This ad connects athletes from all different backgrounds and skill levels, from amateurs to professionals. The combination of artistic camera angles and images, "The Last Goodbye" by the Kills as the musical choice, and copywriting, is what makes this advertisement so powerful. It evokes emotions within the target audience and builds a strong connection to the brand.
Under Armour also released a bonus video showing Michael Phelps and his fiancee, Nicole Johns, viewing the advertisement for the first time. Phelps and Johns' reactions perfectly reflect the emotions evoked by this ad. Check it out here!
This ad is part of Under Armour's "Rule Yourself" campaign, which was launched about a year ago; however, this is the first time the campaign is gaining a lot of attention. The overarching goal of the campaign is to promote Under Armour's training apparel, but there's a broader message that is speaking to athletes around the world. Within the ad, the tagline, "It's what you do in the dark that puts you in the light" is reminding people that success does not come naturally or easily. Success is only achieved through hard work and dedication, two activities Under Armour can help consumers carry out. Under Armour has perfectly captured the true nature of what it means to be an athlete, rather than just the glamor of being famous. Every athlete understands the amount of work, often with pain and stress, that must be put into a sport in order to become the best. This ad connects athletes from all different backgrounds and skill levels, from amateurs to professionals. The combination of artistic camera angles and images, "The Last Goodbye" by the Kills as the musical choice, and copywriting, is what makes this advertisement so powerful. It evokes emotions within the target audience and builds a strong connection to the brand.
Under Armour also released a bonus video showing Michael Phelps and his fiancee, Nicole Johns, viewing the advertisement for the first time. Phelps and Johns' reactions perfectly reflect the emotions evoked by this ad. Check it out here!
I've been seeing a lot about this commercial in the last few days. I didn't really want to watch it until seeing your post. So kudos for beating every other gimmick and headline that tried its hardest to persuade me to dedicate 90 seconds of my life to a commercial. Though I must admit, I had a hard time actually paying attention for all 90 seconds. Sure the commercial was done well, like extremely well, with very dramatic and captivating music, but ZZZZzzzzZZZZ ZZZZZzzzzZZZzz it's just like every other dramatic sports commercial. I really was expecting more given all the hype I've been seeing. Sure, it's probably his last Olympics, but the native Baltimore boy and brand (Under Armor started in Bmore) just compare to every other dramatic sports commercial. It's not new, i.e. almost every Gatorade commercial, it's only done well.
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