Gisele Bundchen Shows Off Some Serious Kung Fu Skills for Under Armour

New Ad and Microsite Also Imply She's Impervious to Social Media Comments

Published On
Sep 03, 2014

Editor's Pick

It's not enought 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 both (as well as showing off her Kung Fu skills) in this new spot for Under Armour. The ad, by Droga5, shows Bundchen working up a sweat with some martial arts practice 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 overall impression: Here is one tough cookie, both physically and mentally.

The spot is the latest in the brand's "I Will What I Want" campaign, which has previously featured other 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 Bundchen around the film.

Creative director at Droga5, John McKelvey, told Creativity: "All women face contradicting opinions and expectations. 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 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.


Sep 03, 2014
Brand :
Under Armour
Client :
Under Armour
Agency :
Droga5-New York
Chairperson :
David Droga
Chief Creative Officer :
Ted Royer
Creative Director :
John McKelvey
Creative Director :
Hannes Ciatti
Copywriter :
Felix Richter
Art Director :
Alexander Nowak
Chief Creative Officer :
Sally-Ann Dale
Head of Broadcast Production :
Ben Davies
Executive Broadcast Producer :
Matt Nowak
Associate Broadcast Producer :
Goldie Robbens
Executive Interactive Producer :
Justin Durazzo
Associate Interactive Producer :
Ian Graetzer
Editor :
Matt Badger
User Experience Director :
Daniel Perlin
Senior User Experience Designer :
Lily Cho
Head of Design :
Rich Greco
Senior Digital Designer :
Devin Croda
Executive Director, Technology Director :
David Justus
Technology Lead :
Joachim Do
Group Brand Strategy Director :
Donny Jensen
Brand Strategy :
Zach Foster
Digital Strategist :
Candice Chen
Communications Strategy Director :
Alex Kniess
Group Account Director :
Julian Cheevers
Account Director :
Lauren Smith
Account Manager :
Scott Sullivan
Senior Vice President, Women's Executive Creative Director :
Leanne Fremar
Vice President, Women's Marketing :
Heidi Sandreuter
Women's Brand Manager :
Kameryn Stanhouse
Guidance Counsel :
Meredith Chase
Broadcast Production Company :
Director :
Jaron Albertin
Director, Photography :
Andrij Parekh
Partner :
Patrick Milling Smith
Partner :
Brian Carmody
Executive Producer :
Allison Kunzman
Producer :
Andy Coverdale
Editorial :
Work Editorial
Editor :
Ben Jordan
Assistant Editor :
Trevor Myers
Executive Producer :
Erica Thompson
Producer :
Sari Resnick
Post Production :
The Mill
Head of Production :
Sean Costelloe
Head of CG :
Vince Baertsoen
Producer :
Alex Fitzgerald
Colorist :
Fergus McCall
Flame Artist :
Aron Baxter
Interactive Production Company :
Active Theory
Executive Producer :
Nick Mountford
Technical Director :
Michael Anthony
Creative Technologist/Designer :
Andy Thelander
Interactive Developer :
Rachel Smith
Broadcast :
Heard City
Interactive Director :
Quality Assurance :
Hook QA

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