Bryce Harper's Career Is a Barrage of Beautiful Numbers in Latest From Under Armour
All-Star Game Spot Highlights Brand's Commitment to High-Performance Footwear
Editor's Pick
It's a barrage of numbers in Under Armour's new spot starring Washington Nationals pro baseball player Bryce Harper. Created out of Droga5 and directed by Somesuch/Anonymous Content's Aoife McArdle, the film intersperses a voiceover of Harper's high school coach Sam Thomas reciting a litany of stats with scene after scene of digits, "A Beautiful Mind"-style, to illustrate the amazing feats Harper has pulled off throughout his career. There was his 570-foot home run at age 15, his 31 homers in 66 games, his four time all-star run, and so on.
Ultimately, however, Coach Thomas asserts, "But kid, just remember no number sounds as good as this," as we hear a whack of the bat against a ball. With that, the spot homes in on Bryce's feet winding on the home plate and empowering his mighty hit.
Released in time for tonight's 2016 MLB All-Star Game, the spot is the first installment of the brand's multi-sport campaign "It Comes From Below," which will also feature Cam Newton. It aims to show how every great athletic feat -- starts with the feet -- and is meant to highlight Under Armour's commitment to making footwear that maximizes performance.
The campaign features the brand's latest footwear styles including the brand's first signature baseball cleat the Harper One, which Mr. Harper will be wearing in the All Star Game today.
Credits
- Date
- Jul 12, 2016
- Brand :
- Under Armour
- Client :
- Under Armour
- Agency :
- Droga5-New York
- Director :
- Aoife McArdle
- Production Company :
- Somesuch/Anonymous Content
- Chairperson :
- David Droga
- Chief Creative Officer :
- Ted Royer
- Group Creative Director :
- Felix Richter
- Group Creative Director :
- Alexander Nowak
- Copywriter :
- Bryan Wolff
- Art Director :
- Daniel Sumarna
- Chief Creative Officer :
- Sally-Ann Dale
- Executive Producer :
- David Cardinali
- Associate Producer :
- Troy Smith
- Global Chief Strategy Officer :
- Jonny Bauer
- Head of Strategy :
- Harry Roman
- Director, Strategy :
- Sam Matthews
- Head of Communications Strategy :
- Colleen Leddy
- Communications Strategy Director :
- Hillary Heath
- Communications Strategist :
- Kathryn Ruocco
- Strategist :
- Newman Granger
- Senior Data Strategist :
- Anthony Khaykin
- Group Account Director :
- Julian Cheevers
- Account Director :
- Bola Adekoya
- Account Supervisor :
- Lucy Santilli
- Senior Project Manager :
- Courtney Kosup
- Project Manager :
- Connor Hall
- Chief Executive Offier and Founder :
- Kevin Plank
- Chief Marketing Officer :
- Kip Fulks
- Senior Vice President, Global Brand Management :
- Adrienne Lofton
- Senior Vice President, Global Communications :
- Diane Pelkey
- Vice President, Global Creative Team :
- Brian Boring
- Vice President, Global Consumer Engagement :
- Jim Mollica
- Senior Category Director :
- Jim Bel Bruno
- Director, Global Marketing OperationsProcess and integration :
- Teresa Oles
- Director :
- Aoife McArdle
- Company :
- Somesuch
- Founding Partner :
- Sally Campbell
- Founding Partner :
- Tim Nash
- Company :
- Anonymous
- Managing Director :
- Eric Stern
- Executive Producer :
- SueEllen Clair
- Producer :
- Laurie Boccaccio
- Director, Photography :
- Steve Annis
- Production Manager :
- Yianni Papadopoulos
- Editorial :
- Final Cut
- Editor :
- Dan Sherwen
- Cutting Assistant :
- Geoff Hastings
- Assistant Editor :
- Leila Gaabi
- Executive Producer :
- Sarah Roebuck
- Head of Production :
- Jen Sienkwicz
- Producer :
- Frankie Elster
- Producer :
- Jamie Nagler
- Post Production :
- Blacksmith
- Executive Producer :
- Charlotte Arnold
- Producer :
- Megan Sweet
- Visual Effects Supervisor :
- Iwan Zwarts
- Music :
- Siren
- Sound Design :
- Factory
- Partner :
- Sean Atherton
- Company Director :
- Sean Atherton
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