Visually Stunning Under Armour Commercial Delivers Confusing Message


This Under Armour commercial is visually stunning, wonderfully created, beautifully shot. Amazingly colored. However, as we started intently at it, we soon realized we had no idea what it was trying to tell us. Oh sure, Under Armour is the uniform of those who will lead in the future but when a 300-style dude stands atop a crowd and shouts, "The Future is Ours!" you can't really help but laugh. Well, at least we did. View the commercial here.

by Steve Hall    Feb- 3-08   Click to Comment   
Topic: Commercials, Super Bowl 2008   

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Personally, I was waiting for a blonde chick to run in and throw a hammer at him and smash him all to pieces.

Wait, wrong Super Bowl ad.


Posted by: ExUrbanKevin on February 3, 2008 9:01 PM

I haven't seen that much fascist imagery since "Triumph of the Will".

Posted by: Exurban Jon on February 3, 2008 11:33 PM

Ditto Exurban.

Posted by: Franklin on February 4, 2008 3:48 PM

It has a sort of "Matrix"-y feel. Reminds me of some of the Zion scenes. The intent of the clip is vague: What will they win, who does this group represent? Is the concern about racial injustices, fitness goals, or a new race of superhumans?

Posted by: Storm on February 5, 2008 2:14 AM

Many (>20) professional athletes appear in this commercial yet 99% of the viewing audience couldn't identify even 5 of them. Not a smart use of endorsement dollars.

Posted by: mitch on February 6, 2008 2:43 PM