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
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.
Credits
- Date
- 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 :
- Smuggler
- 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 :
- Plan8
- Quality Assurance :
- Hook QA
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