They went deeper into the psyche of the athlete.
This morning while watching GameDay (huge day in college football today) I saw the latest Under Armour commercial.
They nailed it.
Under Armour has always done a great job of showing the insider perspective of the football player in their marketing. They have always been geared towards athletes, being founded by a former college football player Kevin Plank. Thousands of aspiring college athletes have spent much of their lives working their ass off lifting weights, running, eating right and supplementing their bodies so that they can successfully chase their dream of playing in the NFL.
This life is full of sacrifice, discipline, hard work and sweat. Today’s athlete doesn’t just show up and perform. In Under Armour’s latest commercial they show ripped football players doing all the tests that you would go through in the pro combine. The combines are where all the aspiring college athletes step into a lab, like a rat, and get measured, do position drills, do physical tests (40 yard dash, shuttle run, vertical jump and 225 bench where you push as many reps as you can handle.
Check out how this spot integrates many of these elements: using Steve Spurrier discussing a prospect, showing the lights of night games, showing quick paced events from the combine, the rain coming down, etc. This Is Good.