Under Armour's Rousing Ad Leaves Stephen Curry's Past Behind

Moments Bad and Good Don't Matter as Pro Pushes Forward in New Spot From Droga5

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For Stephen Curry, the past is just that, in a rousing new ad from Under Armour and Droga5.

Titled "Make That Old," the film asserts that the popular Golden State Warriors point guard is neither one to rest on his laurels, nor one to be destroyed by defeat. For Curry, it's all about progress.

Directed by MJZ's Harmony Korine, the new spot pulls together scenes of Curry's young fans from the Bay Area seemingly discounting his storied career, recalling moments both bad and good -- when he was once overlooked for his size, his multiple MVP titles, his numerous glowing nicknames, his videogame-worthy moves. But on all those things, "Blah, blah, blah … boring … that's old," they scoff.

What is fresh, however, is his most recent big headline -- his "missed" attempt at an NBA championship. And that's when things take an uplifting turn, with the kids encouraging Curry: "Now make that old," as we see him go full throttle with his training.

Promoting the new Curry 3 shoe, the "Make That Old" campaign debuts today and will also feature Snapchat content. The spot will air during NBA opening night coverage.

"The last year has been an incredible roller coaster of emotions, and this campaign completely captures those highs and lows," said Curry in a statement. "This year, it's all about recalibrating to understand there's still so much left to do and achieve on the court and with Under Armour."

"Watching Stephen last season was an unreal experience for all basketball fans," added Under Armour Senior Vice President, Global Brand Marketing, Under Armour Adrienne Lofton. "With the way the season ended, our team became determined -- more than ever -- to get Stephen back on top. Through the voices of local youth basketball players, we were able to share an intimate look at Stephen's journey from last season to now … We're eager to see Stephen back on the court this season, inspiring the next generation of basketball players, one shot at a time."

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About

Credits
Date
Oct 24, 2016
Agency:
Droga5 New York
Client:
Under Armour
Creative Chairman:
David Droga
Chief Creative Officer:
Ted Royer
Group Creative Director:
Tim Gordon
Senior Art Director:
Laurie Howell
Senior Art Director:
Toby Treyer-Evans
Senior Copywriter:
Laurie Howell
Senior Copywriter:
Toby Treyer-Evans
Junior Art Director:
David Spradlin
Copywriter:
Evan Barkoff
Executive Design Director:
Rob Trostle
Senior Designer:
Toga Cox
Chief Creation Officer:
Sally-Ann Dale
Executive Producer:
David Cardinali
Senior Broadcast Producer:
Jennifer Chen
Senior Social Producer:
Chris Parke
Music Supervisor:
Michael Ladman
Music Supervisor:
Ryan Barkan
Head of Interactive Production:
Niklas Lindstrom
Global Chief Strategy Officer:
Jonny Bauer
Co-Head of Strategy:
Harry Roman
Group Strategy Director:
Will Davie
Strategy Director:
Sam Matthews
Strategist:
Newman Granger
Head of Communications Strategy:
Colleen Leddy
Communications Strategy Director:
Hillary Heath
Communications Strategist:
Kathryn Ruocco
Data Strategist:
Kaveri Gautam
Executive Group Director:
Julian Cheevers
Group of Accounts Director:
Shane Chastang
Account Supervisor:
Jordan Cappadocia
Associate Account Manager:
Andrew Mullen
Senior Project Manager:
Bill Wilson
Project Manager:
Connor Hall
Head of Integrated Business Affairs:
Dianne Richter
Senior Integrated Business Manager:
Librado Sanchez
Senior Business Manager:
Alesa Blanchard-Nelson
Chief Executive Officer:
Andrew Donkin
Global Brand Manager:
Adrienne Lofton
SVP, Global Communications:
Diane Pelkey
Global Creative Officer:
Brian Boring
Engagement Manager:
Jim Mollica
Brand Communications Manager:
Julian Duncan
Senior Director, Sports Marketing:
Kris Stone
Director of Integration:
Teresa Oles
Integration:
Bené Eaton
Integration Supervisor:
Kristen Ensor
Production Company:
MJZ
Director:
Harmony Korine
Director of Photography:
Arnaud Potier
President:
David Zander
Executive Producer:
Kate Leahy
Producer:
Laurie Boccaccio
Editorial Company:
Cartel
Editor:
Leo Scott
Assistant Editor:
Vanessa Yuille
Managing Partner:
Marc Altshuler
Executive Producer:
Lauren Bleiweiss
Producer:
Cristina Matricia
Post Production:
Blacksmith
Executive Producer:
Charlotte Arnold
Producer:
Megan Sweet
VFX Supervisor / 2D Lead:
Daniel Morris
2D Compositor:
Liz Lyons
2D Compositor:
Iwan Zwarts
Color Company:
Company 3
Colorist:
Tom Poole
Color Producer:
Clare Movshon
Music:
Nobody Knows
Written by:
Thomas Lee Barrett
Performer:
Thomas Lee Barrett
Performed by:
Youth for Christ Choir
Distribution:
Light in the Attic Records & Distribution
Licensing:
The Numero Group
Sound:
Sonic Union
Mixer:
Steve Rosen
Producer:
Patrick Sullivan
Sound Design:
Q Department
Executive Producer:
Zack Rice
Producer:
Guin Frehling

See more credits

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