Cam Newton Battles a Forest in a Stirring Spot From Under Armour

Ad Inspired by 'Watership Down' Is Narrated by NFL Star's Mother

By Alexandra Jardine. Published on Sep 07, 2016

Editor's Pick

In Under Armour's latest spot, marking the start of the NFL season, Carolina Panthers QB Cam Newton is seen dodging falling trees in a dark and creepty forest, in a symbolic recreation of the obstacles he has to overcome to be a winner.

Newton was involved in closely in the creative process of the film, by Droga5, which features a voiceover by his mother, Jackie Newton. Her words are inspired by a passage from Richard Adams' classic children's book, Watership Down, which tells the story of a brave rabbit who must use all the skills he possesses to lead his herd. As Newton battles through the trees, using deft footwork to avoid chaos, we hear how he's a "prince with 1,000 enemies" who must "never be destroyed." It's stirring language which elevates this beyond the norm.

"It's no secret that I have faced many obstacles, but my drive to be the best I can be continues to push me forward," said Newton in a statement. "The campaign film tells my story and shows that I will continue to work hard to break down barriers. The tagline is perfect because I've always felt that my game is only as good as the foundation it was built on. Everything I do on the field is anchored in solid footwork, with the best footwear, which powers my ability to perform at the highest level."

The ad, directed by Aoife McArdle at Somesuch, launches today ahead of the Thursday night NFL opening game.

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Sep 07, 2016
Droga5 New York
Under Armour
Creative Chairman:
David Droga
Chief Creative Officer:
Ted Royer
Group Creative Director:
Felix Richter
Group Creative Director:
Alex Nowak
Senior Copywriter:
Thom Glover
Senior Art Director:
Eoin McLaughlin
Chief Creation Officer:
Sally-Ann Dale
Executive Producer:
David Cardinali
Senior Broadcast Producer:
Bill Berg
Associate Producer:
Troy Smith
Global Chief Strategy Officer:
Jonny Bauer
Head of Strategy:
Harry Roman
Strategy Director:
Sam Matthews
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 Account Director:
Shane Chastang
Account Supervisor:
Lucy Santilli
Project Manager:
Connor Hall
Client Chief Executive Officer:
Kevin Plank
Chief Marketing Officer:
Kip Fulks
Client Founder:
Kevin Plank
SVP, Global Brand Management:
Adrienne Lofton
SVP, Global Communications:
Diane Pelkey
VP, Global Creative Team:
Brian Boring
VP, Global Consumer Engagement:
Jim Mollica
Senior Global Brand Manager:
Leon Duncan
Integrated Communications Director:
Jack Daley
Director of Integration:
Teresa Oles
Integration Supervisor:
Bené Eaton
Director of Integrated Production Business Affairs:
Dianne Richter
Production Company:
Production Company:
Anonymous Content
Aoife McArdle
Founding Partner (Somesuch):
Sally Campbell
Founding Partner (Somesuch):
Tim Nash
Managing Director:
Eric Stern
Executive Producer:
SueEllen Clair
Laurie Boccaccio
Director of Photography:
Steve Annis
Production Manager:
Yianni Papadopoulos
Editorial Company:
Final Cut - New York
Dan Sherwen
Assistant Editor:
Geoff Hastings
Assistant Editor:
Dan Berk
Executive Producer:
Sarah Roebuck
Head of Production:
Jen Sienkwicz
Jamie Nagler
Post Production:
Executive Producer:
Charlotte Arnold
Megan Sweet
VFX Supervisor:
Iwan Zwarts
Color Transfer:
Company 3
Color Artist:
Tom Poole
Color Assistant:
Kath Raisch
Color Producer:
Clare Movshon
Sound Design:
Factory UK – Sound Design Studios
Final Mix:
Sound Lounge
Mix Engineer:
Tom Jucarone
Mix Engineer:
Justin Kooy
Mix Engineer:
Seth Phillips
Mix Producer:
Liana Rosenberg
Executive Producer:
Mike Gullo
Original Music

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