As expected, Under Armour added Tom Brady to its new "Rule Yourself" campaign on Thursday, and the timing couldn't have been better—as the Droga5 spot premiered during the NFL's season opener between Brady's (eventually victorious) New England Patriots and the Pittsburgh Steelers.
Brady's refrain of "Every single day" is particularly apt following the lifting of his suspension. "No matter what," he adds at the end. And of course, Brady is a prime example of the marketer's message—having risen from sixth-round draft pick to four-time Super Bowl champion.
Spot and credits below.
CREDITS
Client: Under Armour
Spot: Rule Yourself (Tom Brady)
Agency: Droga5 NY
Creative Chairman: David Droga
Global Chief Executive Officer: Sarah Thompson
Chief Creative Officer: Ted Royer
Creative Director: Alexander Nowak; Felix Richter
Copywriter: Sergio Alonso
Art Director: Sebastian Piacentini
Junior Art Director: Max Friedman
Junior Art Director: Vignesh Seshadri
Junior Copywriter: Kathryn Kvas
Chief Creation Officer: Sally-Ann Dale
Head of Broadcast Production: Ben Davies
Broadcast Producer: Bill Berg
Associate Broadcast Producer: Samuel Marx
Global Chief Strategy Officer: Jonny Bauer
Head of Strategy: Chet Gulland
Group Strategy Director: Harry Roman
Senior Brand Strategist: Candice Chen
Junior Strategist: Isaiah Brown
Head of Communications Strategy: Colleen Leddy
Sr. Communications Strategist: Hillary Heath
Group Account Director: Julian Cheevers
Account Director: Brian D'Entremont
Account Manager: Lucy Santilli
Associate Account Manager: Scott Bubis
Project Manager: Monique Lavie, Courtney Kosup
Client: Under Armour
CEO and Founder: Kevin Plank
Exec VP, Global Marketing: Adam Peake
SVP, Global Brand Creative: Steve Battista
SVP, Global Brand Strategy: Rick Anguilla
VP, Global Creative and Design: Brian Boring
SVP, Global Brand Marketing: Adrienne Lofton
Sr. Director, Global Brand Marketing : Jasmine Maietta
Director, Integrated Campaign Planning
/Global Operations : Teresa Oles
VP, Media: Steve Sommers
SVP Global Communications: Diane Pelkey
Production Company: RESET
Director/DP: Wally Pfister
Managing Director: Dave Morrison
Executive Producer: Jeff McDougall:
Producer: James Graves
Editorial: Stitch
Editor: Leo Scott
Assistant Editor: Vanessa Yuille
Executive Producer: Mila Davis
Head of Production: Meagen Carroll
Post Production: The Mill
Sr. Exec Producer / Head of Production: Sean Costelloe
Senior Producer: Nirad Bugs Russell
VFX Supervisor / Joint Head of 2D: Gavin Wellsman
VFX Supervisor / Lead Flame: Nathan Kane
VFX Supervisor / CG Lead: Wyatt Savarese
VFX Supervisor: Hitesh Patel
Lead Flame: Mikey Smith
Compositor: Emily Bloom
Compositor: Heather Kennedy
Compositor: Alex Dreiblatt
Compositor: Blake Dreury
CG Massive: Cole T. Clark
CG Artist: Corey Langelotti
CG Artist: Eric Lane
Colorist: Fergus McCall
Sound Design: Q Department
Music
Artist: Drazen Bosnjak
Title: Charge
Sound Mix: Sonic Union
Mixer: David Papa
Executive Producer: Justine Cortale