Under Armour’s “Rule Yourself” Olympic Ads Are Visual Gold

 

 

If you are a copywriter, producer, filmmaker, or anybody working in media, then this article should be old news to you. If not, then you’ve probably been living under a rock for the past six months.

According to Under Armour, the “Rule Yourself” campaign seeks to highlight one’s dedication to health, wellbeing, and—in an athlete’s case—his or her sport. Recent additions to this campaign include stories for US Olympic swimmer Michael Phelps and the US Women’s Gymnastics Team, featuring Olympian Madison Kocian. The ads were conceived and produced by New York ad agency, Droga5. Under Armour’s latest Olympic spots hope to emphasize not only a sense of dedication, but also a sense of sacrifice and elation.

It’s a universal feeling, really: that through hard work and gritty determination, you’ll achieve your dreams. (I just call it Rocky-ism.)