It's not enough to be physically fit these days, if you're a celebrity -- you have to have a thick skin too.
Supermodel Gisele Bundchen demonstrates she has that as well as a solid kick in this new spot for Under Armour. The ad, by Droga5, shows Ms. Bundchen aggressively working up a sweat while social media comments about her are projected onto the walls. Some are positive -- "OMG I love her" -- but others are bitchy and negative, such as "She's old" or "Stick to modeling." There's even reference to her marriage to Tom Brady.
The spot is the latest in the brand's "I Will What I Want" campaign, which has previously featured inspirational women such as ballet dancer Misty Copeland. Under Armour and Droga5 have also developed an interactive digital experience around the spot, which will stream real-time social commentary about Ms. Bundchen around the film.
"All women face contradicting opinions and expectations," said John McKelvey, creative director at Droga5. "Gisele's profile means she lives under the microscope, amongst the noise of even more different opinions, praise and criticism. Gisele proves, through what appeared like an unlikely partnership, that she is a strong woman inside and out who uses her will and focus to tune out comments and will what she wants. Because will beats noise."
Under Armour's signing of Ms. Bundchen as a spokeswoman, announced this week for what's reported to be a multi-year deal, follows her appearance in ads for a string of other brands, including H&M and Victoria's Secret.