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.