Michael B. Jordan Directs Himself in Unusual Promo for 'Creed'

Spot Feels Like an Ad for Nike or Under Armour

Published On
Nov 11, 2015

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In what could easily be mistaken for a spot for a sports giant like Nike, Under Armour or Gatorade, Michael B. Jordan directs himself as a boxing star in an unusual promo for the forthcoming Warner Brothers film "Creed."

The spot follows what looks like a day-in-the-life of a professional pugilist. Over scenes of his grueling training, Mr. Jordan's V.O. asks, "What do you fight for? I fight for the ones in my corner, for the ones that lift me up. I fight for the things that matter, for my family, for my friends and for the ones I love. I know what I fight for."

Although it follows the conventions of blockbuster sports marketer ads, it actually documents Mr. Jordan's own training and preparation to play his role as the son of Apollo Creed, Rocky Balboa's opponent in the original "Rocky" movie. "Creed" hits theaters on November 24 and reunites him with director Ryan Coogler, with whom he worked on the celebrated film "Fruitvale Station."

But on this spot, it's Mr. Jordan behind the camera, making his directorial debut. It was created in partnership with creative agency Rec Room and Warner Brothers.

In an unusual move, the promo features no "Creed" branding -- you might even think it's a subtle shill for Brand Jordan, whose clothing Mr. Jordan dons in various scenes (which we're not ruling out since he's a brand ambassador). It also features no footage from the film itself. Mr. Jordan tapped his family and friends to star alongside him in the spot. He also shot in his own home and neighborhood in the Hollywood Hills and at the Trinity Boxing Club, where he trained for the film. The only thing overtly promoted is the hashtag #I Fight For, likely meant to help get the word out for the "Creed" movie.