The latest Under Armour ad gears up for the Rio games by highlighting the grueling training that Olympians are forced to undergo in order to make it to the podium. Unlike other ads that show athletes in moments of victory, this commercial highlights the less glamorous side of being an Olympian.
The new Under Armour ad was created by Droga5 and stars decorated Olympian Michael Phelps. The ad shows an unfamiliar side of Phelps with images of him swimming alone in the dark to the sound of 'The Last Goodbye' by The Kills. The idea behind the dramatic ad is to highlight the grueling training, long days and painful injuries that many Olympians face. The theme is meant to reflect the brand's strapline "It’s what you do in the dark, that puts you in the light."
The creative commercial demonstrates that Olympic campaigns do not necessarily need to be centered around ideas of fame and glory to send a powerful message.