Under Armour is “lightening things up with a new web video” starring Patriots QB Tom Brady that premiered yesterday on comedy video site Funny or Die, according to Shareen Pathak of AD AGE. The video features Brady in an L.A.-area Dick's Sporting Goods store, “when he is accosted by a store employee -- not because he's famous, but because he has a ‘Boston accent.’" UA VP/Creative Steve Battista said, “We were looking for a way to show the athletes in a different light as well as our brand. It's a very young brand that we have, and we concentrate on making athletes better on a training side, for which there is a downside, there is a humor side." Pathak noted so far UA creative “has been of a more serious variety.” Battista and his team reached out to Funny or Die “to showcase the brand's lighter side.” He said, "The internal creative team (at Under Armour) was looking at several scenarios and then asked Funny or Die to help out.” Battista said that this is “not an attempt to reach a different, perhaps younger consumer.” He added, "It's just giving a different spin on the life of an athlete” (
ADAGE.com, 5/29).
