Creativity

Lindsey Vonn Gets Poetic About Her Injuries in Under Armour's Winter Olympics Spot

'I Was Hurt and Did Not End' Says Skier Ahead of the Games

By Alexandra Jardine. Published on Feb 06, 2018

Editor's Pick

Lindsey Vonn reflects on her injuries and recovery in a spoken word poem just ahead of the Winter Olympics, in a new ad from Under Armour.

The skier recites the poem, by Sudanese-American poet Safia Eihillo, as we see footage of her in training in the mountains, underlining how her various accidents and injuries have made what she is today. "I was hurt & did not end & now I am endless" says Vonn as we catch a glimpse of the livid scar down her arm. (However, unlike with Vonn's appearance in a recent ad by Beats by Dr Dre, we are spared footage of her actual crashes.)

The film is similar to a previous spot starring Vonn, but performing yoga and set to a different poem, and it's part of the brand's Unlike Any series of spots, which are all set to spoken word poetry. (This was created in-house, although many in the series are by Droga5.)

Poetry is a trend that seems popular among marketers generally: Coke's Super Bowl spot was set to a poem authored by Wieden & Kennedy copywriter Rebecca Wadlinger, and brands including Ikea have used spoken word poetry as backdrops in recent months.

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Credits

Date
Feb 06, 2018
Agency:
In-house
Client:
Under Armour
Poem Written and Read by:
Safia Elhillo
Editor:
Daniel St.Ours
Post Production Manager:
Trang Dam
Sound Design:
White Noise Lab

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