Under Armour and The Rock Remind Us That Technology Can't Do Everything

Spot for HealthBox Fitness Platform Is Narrated by Dwayne Johnson

By Alexandra Jardine. Published on Apr 18, 2016

Editor's Pick

Under Armour is introducing its new fitness tracking platform UA HealthBox, with a film narrated by Dwayne "The Rock" Johnson -- but while it's ostensibly an ad about technology, its message is that technology can't do everything.

The spot was created by Droga5 and features a voiceover from Johnson, who earlier this year announced a partnership with Under Armour on his new lifestyle brand Project Rock. In the ad, he explains how modern technology allows you "with one push of a button" to do virtually anything these days -- order flowers, get someone to walk your dog, deliver a new mattress, call a cab and so forth. But in the final scene Johnson informs us that when it comes to your fitness, it's different -- you can push a button, but you still need to make it happen (ie., get off your ass and run.)

Directed by Park Pictures' Tom Tagholm (Channel 4's "Meet the Superhumans"), the film seamlessly illustrates all of this in a flowing sequence of street scenes.

The ad is the first to promote UA HealthBox, which was announced in January. The system includes a band, heart rate monitor and smartphone app.

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Apr 18, 2016
Under Armour
Creative Chairman:
David Droga
Chief Creative Officer:
Ted Royer
Group Creative Director:
Tim Gordon
Sr. Copywriter:
Lincoln Boehm
Sr. Art Director:
Joel Francke
Jr. Copywriter:
Evan Barkoff
Jr. Art Director:
David Spradlin
Chief Creation Officer:
Sally-Ann Dale
Head of Broadcast Production:
Ben Davies
Chris Noble
Sr. Integrated Production Business Manager:
Librado Sanchez
Global Chief Strategy Officer:
Jonny Bauer
Group Strategy Director:
Harry Roman
Senior Strategist:
Candice Chen
Head of Communications Strategy:
Colleen Leddy
Sr. Communications Strategist:
Hillary Heath
Executive Group Director:
Hillary Heath
Executive Group Director:
Julian Cheevers
Account Director:
Brian d'Entremont
Account Manager:
Josh Freeland
Senior Project Manager:
Courtney Kosup
Under Armour
Head Digital Marketing and Content:
Jim Mollica
SVP Global Brand Management:
Adrienne Lofton
VP Creative and Design:
Brian Boring
Senior Creative Director:
Chris Ferguson
Production Company:
Park Pictures
Tom Tagholm
Director of Photography:
Daniel Landin
Executive Producer:
Justin Pollack
Emma Butterworth
Editorial Company:
Stitch Editorial
Tim Hardy

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