New Under Armour Spot Features Vintage Footage, CEO Kevin Plank
Under Armour's new 60-second spot, titled "Under Armour Is Football," breaks this weekend and features vintage footage from Under Armour commercials from the past decade, as well as scenes from the brand's grassroots initiatives and youth and college football. Under Armour Founder & CEO Kevin Plank makes a cameo appearance in the spot from his youth football playing days (THE DAILY). In Maryland, Liz Farmer notes the spot "will debut Saturday on ESPN, ESPN2 and ABC networks and air throughout" college football's regular season. The ad "relies on feel-good inspiration and nostalgia more than the sports apparel company's past ads." Farmer: "Unlike some of the company's past ad campaigns such as 'Protect this house' and 'Boom-boom-tap,' which are fast-paced, intense and sometimes used in stadium video montages to pump up crowds, this commercial is more like taking a walk down memory lane for college football's viewing demographic of men aged 18 to 49." Under Armour VP/Brand Steve Battista said that the "goal of the commercial is to move its core consumer with the ad's message that every youth athlete can strive for the top." But while experts "agree the commercial is 'beautifully shot' and succeeds in giving viewers those sentimental goose bumps, it may not turn heads like past ads and generate a following on Internet sites like YouTube." Battista "would not say how much the company spent on its media buys for the commercial" (MARYLAND DAILY RECORD, 9/4).
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