After Horrific Injury, Fighter Is Super Hero in Spot Modeled on Action Movie
Dec 08, 2014
Brazilians love the UFC and mourned the temporary loss of one of their mixed martial arts stars, Anderson "The Spider" Silva when his leg was fractured during a fight last year. Now healed and set to return to the ring in January in Las Vegas, Mr. Silva also harbors acting ambitions.
Budweiser, a UFC sponsor since the brand launched in Brazil in 2011, is celebrating his return with a mini-action film portraying Mr. Silva as a super hero fighting his way back. The spot opens in the arena where his last fight took place; we see him fall to the ground in agony. Then the Octagon ring where fights take place is transformed into a deep pit, with Mr. Silva at the bottom. From then on, his main adversary is himself, fighting to regain his confidence as he clambers up the pit's rocky sides like a spider and re-lives earlier moments from his career.
Budweiser's agency, Sao Paulo-based Africa, brought in Brazilian cartoonist Rafael Grampa to co-direct the spot with Pedro Becker. The "#BeSpider" spot ends with the words "Great Times Are Coming Back."