Home / Our Work / Protect This House, I Will. 2010 Campaign.
Project:

Protect This House, I Will. 2010 Campaign.

Client:
Under Armour.
Disciplines:
Strategy. Ideation. Script Writing. Art Direction. Content Production. Music Curation.

“Beware the underdog. Beware the unknown quantity. Beware Under Armour.”

Reinvigorating Under Armour’s Call to Action.

Our good friends at Under Armour challenged us with the task of reinvigorating their Protect This House theme. This was the beginning of a new chapter in the Under Armour legacy and we saw this evolution as the story of what drives the core athlete, the true competitor. A story of the underdog overcoming pain and adversity. A story of starting with nothing and gaining everything. A narrative that speaks to every true competitor.

We worked with the in-house team at UA led by Senior Creative Director, Marcus Stephens, and Creative Director, Brian Boring through on-site brainstorming sessions, mind-map meetings, and lots of getting deep into to the mind and spirit of the brand and what drives its world class athletes. As a result, we wrote and produced this compelling brand story through a collection of broadcast spots, web films, and a corresponding sonic strategy, all of which contain that driving mantra and call to action: Protect This House. I Will.

The Men’s Campaign

Our first chapter focuses on the theme of training and includes a broadcast spot as well as four athlete portraits - longer form meditations -  made to live online. Georges St Pierre (mixed martial artist and the current WelterweightChampion of the UFC), Michael Phelps (olympic gold medal swimmer), Brandon Jennings (NBA point guard), and Dez Bryant (NFL wide receiver) each tell their story of overcoming adversity - their struggle story -  in a personal way. For some it’s a literal journey of the body; for others it’s a figurative journey of the mind; for all, it is a true test of the mettle that makes an Under Armour athlete.

The Men's Anthem.

Jennings Portrait

GSP Portrait

Bryant Portrait

Sonic Strategy


Developing a Brand Beyond the Visual.

As part of our Under Armour 2010 PTH, I WILL campaign, we created a multi-platformed sonic strategy around a core musical theme. The driving “Under Armour Anthem” not only serves as the main musical component of the campaign’s broadcast and web films but also lives on as remixed tracks for the women’s campaign, as ringtones, and as a foot stomping stadium chant. This music is equal parts driving inspiration and swagger, serving as the rally cry for the Under Armour athlete.

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The Women’s Campaign

Continuing the legacy of the the struggle story we first told through our male athletes, we bring light to the unique stories of three women athletes. There is a choice that each athlete faces: to thrive and push through the pain or to succumb to failure. Lindsey Vonn (Olympic gold medalist alpine ski racer), Monica Hargrove (track and field athlete) and Lauren Cheney (American soccer player) each demonstrate their will to accomplish their personal best in the face of extreme physical challenge.The Under Armour woman has arrived and she accepts nothing less than greatness.

Also check out our interview with the director of these spots here.

The Women's Anthem.

Vonn Portrait

Cheney Portrait

Hargrove Portrait

YouTube Review

"Love this commercial! Pumps me up for my own training, which I'm sure was it's intention. And to buy Under Armour of course. Haha. But ya, great job!"
- Geo2382

"SICK SICK SICK commercial...got pumped after watching this."
- roshansequeira

"Anybody know if this is a song or not? Cuz I wanna download it and put it on my iPod so I could workout to it."
- bballmannumba3