Creating an athletic anthem for Under Armour
Sports clothing specialists Under Armour unveiled the new “Rule Yourself” marketing campaign from Droga5 NY this week, which defines the brand’s vision for training not as a hobby, but as a lifestyle. The defiantly ambitious “Anthem” spot and a series of shorter films that will debut over the next few months showcase the self-discipline of an eclectic array of sports stars including NBA MVP Stephen Curry, ballet dancer Misty Copeland, golf major champion Jordan Spieth and NFL MVP and Super Bowl Champion Tom Brady, to raise the bar on what it means to be successful in training. Created in partnership with Droga5 and Oscar-winning cinematographer and director Wally Pfister, the spot shows a different side to the road to glory. Even as champions in their respective fields, their commitment to getting better is just as strong as it was on day one, and its this continued determination to be the best that Under Armour attempt to get across in the spot and the overall campaign.
Sports clothing specialists Under Armour unveiled the new “Rule Yourself” marketing campaign from Droga5 NY this week
In the spot, Curry, Copeland and Spieth are multiplied to become an army of synchronised athletes, relentlessly practicing the skills that set them apart. The visual is very impressive and should light a fire under even the most steadfast sofa bears. The brand will launch the 360-degree global campaign with media partners including ESPN, NBC, CBS, MTV, Instagram, Facebook, YouTube and a variety of lifestyle, digital and mobile outlets. Adam Peake, EVO of global marketing at Under Armour, said: “The concept of the 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. 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.”
Fuelling Toyota with Lemonade
In April, Toyota launched a film demonstrating the possibilities of hydrogen by using cow manure to fuel the Toyota’s first hydrogen fuel cell vehicle; the Mirai. The result was the aptly titled “Fuelled By Bullshit” video, which was the first episode of Toyota’s “Fuelled By Everything” series, created in partnership with Droga5. Two months later, “Fuelled by Oil Creek,” was launched, ad showed Toyota finding hydrogen in the birthplace of America’s oil industry, Titusville, Pennsylvania. Now, Toyota has launched the third iteration of the “Fuelled by Everything” series; “Fuelled by Lemonade.” And it’s only fitting that the film launched on National Lemonade Day in the US (August 20).
Toyota has launched the third iteration of the “Fuelled by Everything” series, which shows comedian and actress Nikki Glaser educating kids on the potential of using excess resources
Hosted by comedian and actress Nikki Glaser, the film is a tongue-in-cheek exposé on the crisis facing the lemonade stand industry in the dog days of summer, in which Nikki visits a neighbourhood to interview some struggling young entrepreneurs about their business problems. Nikki educates the kids on the potential of using excess resources (just like their leftover lemonade) to create hydrogen fuel before opening up negotiations with them to buy their surplus stock. The film was also directed by filmmaker, JJ Adler whose work was previously selected at Sundance Film Festival.
