Friends, if you haven’t seen the new spot from Under Armour floating around the internet, then you must be on a social media detox. Or it’s because Facebook actually just went down.
For once, the voiceover actually adds to (rather than distracts from) the impact of the creative – told through the voice of a 13 year old Misty Copeland, originally denied her dream of becoming a ballerina for a myriad of crushing reasons. Because when you’re 13, your torso length is definitely one more thing you should be worried about and self-conscious of.
The story of denial and failure perfectly sets up what we are all excited and relieved to know is coming – her triumph as a soloist for the American Ballet Theater. The first African American soloist at the ABT in 20 years, no less.
The concept and cry of willing yourself to win, or accomplish something isn’t exactly a new one, but execution is everything, and this is beautifully done. It doesn’t hurt that it’s also a true, triumph-of-the-underdog story.
Now, let’s all go log some heel raises at the barre, because, those calves. That extension.
carolineengram.wordpress.com 