The NFL season kicked off last night, with the defending Super Bowl champion, the New England Patriots, defeating the Pittsburgh Steelers, 28-21. During the game, Under Armour unveiled an ad featuring the Patriots’ star quarterback, Tom Brady.
The 30-second commercial starring the four-time Super Bowl champion is part of the brand’s “Rule Yourself” campaign, showcasing Under Armour’s view of training as a lifestyle. The commercial shows Brady doing a series of drills and exercises to prepare him to take on all challengers.
“The concept of the ‘Rule Yourself’ campaign is simple — you are the sum of all of your training,” said Adam Peake, EVP of global marketing for Under Armour, in a statement. “It’s the only way to get better, and it’s the common thread that unites each of our all-star athletes around the globe.”
The Baltimore-based athletic brand unveiled its “Rule Yourself” campaign on Aug. 24, kicking it off with a video titled “Anthem,” featuring NBA MVP Stephen Curry, golf star Jordan Spieth and renowned ABT ballerina Misty Copeland. In the video, Curry, Spieth and Copeland were shown as a cloned, synchronized “army” in the act of training.
The brand said it will release a series of shorter films this fall, including the one of Brady shown last night, and will engage in a 360-degree global campaign that will include media partners ESPN, NBC, CBS, MTV, Instagram, Facebook, YouTube and more.