Under Armour's Poetic Ad Captures the Human Side of Michael Phelps

Spot Shows Swimmer's Grueling Training Regime

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Editor's Pick

Under Armour and Droga5's "Rule Yourself' campaign features this stirring spot starring swimming champion Michael Phelps, as he prepares for a final shot at glory at this summer's Olympic Games. And now that he continues to bring home the gold, it feels all the more powerful.

The film, directed by Epoch's Martin de Thurah, documents Phelps' grueling training regimes both in and out of the pool; working out in the gym, loading up on carbs, going for some painful-looking cupping sessions and taking ice baths. It's all set to the track "The Last Goodbye" by The Kills, a poignant reminder that this will be the most decorated Olympian's last Olympics.

The spot continues the tagline "It's What You Do in the Dark That Puts You in the Light," launched by Under Armour earlier this year, which has already featured the U.S. gymnastics team in one spot and international soccer star Memphis Depay in another.

At the 2016 Cannes Lions International Festival of Creativity, the ad took the Grand Prix in the Film Craft Category, which honors "the quality and aesthetic of the individual elements of the film-making process."

Or, as jury president and Great Guns Founder and CEO Laura Gregory put it: "We're looking for details and choices." That includes, among other things, casting, animation, visual effects, sound design and more. "It's not just about the idea," she said.

The Phelps film was directed by Epoch's Martin de Thurah and documents the swimmer's grueling training regimen both in and out of the pool.

Read more about the Grand Prix win on AdAge.com

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About

Credits
Date
Mar 08, 2016
Agency:
Droga 5
Client:
Under Armour
Creative Chairman:
David Droga
CCO:
Ted Royer
ECD:
David Droga
Group Creative Director:
Tim Gordon
CD:
Alexander Nowak
CD:
Felix Richter
Creative:
Toby Treyer-Evans
Creative:
Laurie Howell
Design Director:
Cynthia Ratasbouth
Chief Creation Officer:
Sally-Ann Dale
Head of Broadcast Production:
Ben Davies
EP:
Adam Perloff
Head of Interactive Production:
Niklas Lindstrom
Head of Art Production:
Cliff Lewis
Senior Art Producer:
Julia Menassa
Senior Print Producer:
Alyssa Dolman
Retouching Studio Manager:
Michelle Leedy
Retoucher:
John Ciambriello
Retoucher:
Peter Gibson
Designer:
Jennifer Lally
Designer:
Tessa Modi
Head of Communications Strategy:
Colleen Leddy
Global Chief Strategy Officer:
Jonny Bauer
Head of Strategy:
Chet Gulland
Group Strategy Director:
Harry Roman
Brand Strategist:
Candice Chen
Senior Communications Strategist:
Hillary Heath
Group Account Director:
Julian Cheevers
Account Director:
Brian D'Entremont
Account Manager:
Jordan Cappadocia
Associate Account Manager:
Scott Bubis
Project Manager:
Courtney Kosup
Project Manager:
Connor Hall
Production Company:
Epoch Films
Director:
Martin de Thurah
DOP:
Kasper Tuxen
EP:
Melissa Culligan
Producer:
Michaela Johnson
Editorial:
Stitch/Cartel
Editor:
Leo Scott
Post Production:
Blacksmith
Sound Design:
String and Tins/Q Department
Music:
"The Last Goodbye" by The Kills
Mixer/Sound Editing:
Chris Afzal
Photographer:
Thomas Prior
CEO & Founder:
Kevin Plank
CMO (client):
Kip Fulks
SVP, Global Brand Marketing:
Adrienne Lofton
SVP, Global Brand Creative:
Steve Battista
VP, Global Creative and Design:
Brian Boring
SVP, Global Brand Strategy:
Rick Anguilla
Sr. Director, Global Brand Marketing:
Jasmine Maietta
Director, Integrated Campaign Planning/Global Operations:
Teresa Oles
SVP, Global Communications:
Diane Pelkey
VP, Media:
Steve Sommers

See more credits

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