Under Armour and The Rock Remind Us That Technology Can't Do Everything
Spot for HealthBox Fitness Platform Is Narrated by Dwayne Johnson
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Under Armour is introducing its new fitness tracking platform UA HealthBox, with a film narrated by Dwayne "The Rock" Johnson -- but while it's ostensibly an ad about technology, its message is that technology can't do everything.
The spot was created by Droga5 and features a voiceover from Johnson, who earlier this year announced a partnership with Under Armour on his new lifestyle brand Project Rock. In the ad, he explains how modern technology allows you "with one push of a button" to do virtually anything these days -- order flowers, get someone to walk your dog, deliver a new mattress, call a cab and so forth. But in the final scene Johnson informs us that when it comes to your fitness, it's different -- you can push a button, but you still need to make it happen (ie., get off your ass and run.)
Directed by Park Pictures' Tom Tagholm (Channel 4's "Meet the Superhumans"), the film seamlessly illustrates all of this in a flowing sequence of street scenes.
The ad is the first to promote UA HealthBox, which was announced in January. The system includes a band, heart rate monitor and smartphone app.
Credits
- Date
- Apr 18, 2016
- Brand :
- Under Armour
- Client :
- Under Armour
- Agency :
- Droga5
- Chairperson :
- David Droga
- Chief Creative Officer :
- Ted Royer
- Group Creative Director :
- Tim Gordon
- Senior Copywriter :
- Lincoln Boehm
- Senior Art Director :
- Joel Francke
- Junior Copywriter :
- Evan Barkoff
- Junior Art Director :
- David Spradlin
- Chief Creative Officer :
- Sally-Ann Dale
- Head of Broadcast Production :
- Ben Davies
- Producer :
- Chris Noble
- Senior Integrated Production Business Manager :
- Librado Sanchez
- Global Chief Strategy Officer :
- Jonny Bauer
- Group Director, Strategy :
- Harry Roman
- Senior Strategist :
- Candice Chen
- Head of Communications Strategy :
- Colleen Leddy
- Senior Commuications Strategist :
- Hillary Heath
- Executive Group Director :
- Hillary Heath
- Executive Group Director :
- Julian Cheevers
- Account Director :
- Brian d'Entremont
- Account Manager :
- Josh Freeland
- Senior Project Manager :
- Courtney Kosup
- Client :
- Under Armour
- Head of Digital Marketing and Content :
- Jim Mollica
- Senior Vice President, Global Brand Management :
- Adrienne Lofton
- Vice President, Creative and Design :
- Brian Boring
- Senior Creative Director :
- Chris Ferguson
- Production Company :
- Park Pictures
- Director :
- Tom Tagholm
- Director, Photography :
- Daniel Landin
- Executive Producer :
- Justin Pollack
- Producer :
- Emma Butterworth
- Editorial Company :
- Stitch Editorial
- Editor :
- Tim Hardy
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