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Funny about the line “only way is through.” I first ran across it in a Harry Potter book, in the form “the only way out, is through”—which makes sense when you have exploding gold cauldrons at your back and angry goblins in front, but not so much here (esp. in the abbreviated form). Maybe it’s a brit thing—or maybe the UA guys saw it the same place, anyway, I did think “you are the work” was where they’d go and that’s got some legs. The danger with these (what are now) mainstream anthems is they blend together. At the end, you’re left with an undifferentiated product and “so what?”

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I read all these comments. I work in-house at UA. You’ve got no idea how this came to be. You have no idea what our (actual creatives from actual agencies) team went through. If I could make an ad for UA it wouldn’t be this. But I don’t own UA. Neither does anyone who produced this. But I’m proud to work at a company that values hard work and while it may not be what everyone loves, that’s advertising for you. Droga is awesome. We work with great agency partners. I personally love the “I Will” campaigns. Your opinions are heard and maybe I’ll even share them with Brian Boring. It won’t be the first time he’s heard similar ones.

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🤔

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“You’re the work” is a solid idea. But then it became “the only way is through” for some reason? With some sprinkles of “be you” in there. Glad to hear everyone in the room had an opportunity to get an idea in there.

likefunny

You’re doesn’t work in a hashtag and you are seems silly.

Counterpoint: If you hadn’t told me this was done in house I wouldn’t have known. Looks like any other sports lifestyle brand. What was Droga doing that was so great compared to this? I can’t think of an UA advertising ever.

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I’ve seen worse obviously but if you can’t see what’s wrong with this, eek. The copy makes no sense and is bad. The editing is off and bad. There are some cheesy shots in there that are not shot nice. And weird unnecessary shots in it. Some of the casting just feels weird (sweaty guy who looks at camera...v off-putting.) etc etc I could go in and on. The concept is nice in theory...but the copy I’m video doesn’t do it justice. Weird and confusing and definitely not motivating me to feel or do anything. And I’m not bagging on in-house, I’ve seen not so great copy scripts in Nike spots but at least they looked good visually.

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Who do you guys think are the people who work in-house? It’s not like the head of marketing wrote this. THEY ARE CREATIVES FROM REAL LIFE AD AGENCIES! WOW. Like you and me! The client is still the client. I’ve worked both in-house and at top agencies and a bad ad can come from both. Now excuse me while I try to find an in-house job that produces 360 campaigns where I can have work/life balance while the entire agency model goes extinct.

likefunny

I don’t disagree with the echo chamber but if you’re the creative director on this spot, it’s quite obvious that it’s not a singular idea. It says to me that the marketing team aka the client said we want to say these things. Or the CD isn’t good.

Needed another couple minutes

likefunnysmart

This is so in-house it hurts. I can see the brief’s insight now: “being an athlete takes hard work.”

likefunnyupliftinghelpful

I turned it off when the VO said “dirty work” and they cut to an athlete looking down at their dirty hands.

likefunny

I figured they were referring to the Norm Mcdonald film.

likefunny

Love all the droga people commenting here trashing the work

likefunny

😜

Brian Boring... apt name for an in-house CD!

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Haha. Scrolled down to find this exact comment

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Good grief. Pick an idea, UA. This is 3 disparate ideas thrown into a blender.

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I like the red, 40-point underscore. I don't think I would've noticed that super subtle detail if it wasn't shown twice within 5 seconds. Solid choice.

likefunny

You could have saved a few seconds of your life and written “shitty type design” instead.

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A good ad campaign is one that resonates with audiences and translates to sales, not what advertisers who don’t even buy the product think. It has been a few years since UA has had good growth.

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Super generic, but I’ve seen much worse in-house stuff. This is the peak of what they’ll be able to make and it’s a hard 6/10, even with a good director and tons of celebrities.

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And much worse ad agency stuff

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Lol it was pretty good up to about 1:11 when it turned into a totally different idea lol 🙄

likeupliftingfunny

why don't you tell us then "how it came to be." we've been waiting 8 weeks now to hear the story, but darn it if you UA fellas aren't masters of suspense. i wish the work had me on my toes half as much as your posts do.

likefunny

Wait. I thought this something for Crunch Fitness.

likefunny

If you swapped brand with Gatorade, would anyone be able to tell?

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You could say the same thing about the Phelps ad. He’ll, that ad could be for Panda Express. Manifesto ads are shit

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Not good. Not bad. Just is. Seen it before. We’ll see it again. The VO is just stringing together multiple taglines from a word doc. We won’t be talking about this ever again.

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For shame!

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