{ "media_type": "image", "post_content": "This is so painful to watch. It’s like wiping away years of great work done by Droga. \nhttps://adage.com/article/cmo-strategy/under-armours-new-brand-campaign-was-created-house/2226921", "post_id": "5e203059ac48d9002aca635c", "reply_count": 163, "vote_count": 21, "bowl_id": "5565cfca8b2b9a03009acf57", "bowl_name": "Advertising" }
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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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Why are there 3 and 1/4 tag lines in this spot? "You're the work" is a great thought. Only original thought in there. Opening with the tired successes/failures thing hurt this overall and it never added up to "You're the work" in anything more than a one-dimensional way. Plus can we please stop with the gritty workout footage FFS?

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And yet we worry about brands going inhouse.

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But not knowing either way doesn’t preclude me from evaluating this work as a professional. And I never compared it favorably or negatively to the prior work.

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This is the way of the future though. Who can afford the old fashioned agency overhead — and attitude. It’s just not modern. I’ve been on both sides. Brands are really tired of agencies going off for long periods of time with a big budget and coming back with something that you’re supposed to love because it’s cool. Who can instantly love something when you’ve been out of touch with your agency and it’s been a completely non-collaborative process? Agencies are either going to figure it out or clients will figure it out themselves. 

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@SVP If the work sucks and isn't effective, who cares if you saved a bit of budget in-house? You're going to have to give up what you don't spend, or your budget will get cut next year, or else your CMO will give it to performance marketing... Clearly some brands make great in-hois work but this ain't it. So end of the day, what are you arguing for? That brands don't hire creative agencies to help them be creative?

Lolz ad agencies don’t have any money

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Brand manager: “how much? Hell nah. We’ll do it in house!’ Call my cousin he has a Mac!

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Great line, you must work in advertising

This video isn’t the best... I agree... but I love UA as a brand and would love to see them succeed. (UA for sports apparel was my sh*t in high school and college.) UA needs to narrow their focus with product (too much of too little) and truly look inside themselves in order to be successful. Don’t look at Nike.. don’t look at Adidas or Gatorade. Focus on your consumer... and break through in your own way.

Thanks

The layout / font of the supers could have been done in a more impactful way, but other than that I think it’s pretty good.

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