Under Armour Welcomes Hundreds of Tom Bradys Back to Football in Ad for Season Opener

'Every single day' message really resonates

Headshot of Tim Nudd

As expected, Under Armour added Tom Brady to its new "Rule Yourself" campaign on Thursday, and the timing couldn't have been better—as the Droga5 spot premiered during the NFL's season opener between Brady's (eventually victorious) New England Patriots and the Pittsburgh Steelers.

Brady's refrain of "Every single day" is particularly apt following the lifting of his suspension. "No matter what," he adds at the end. And of course, Brady is a prime example of the marketer's message—having risen from sixth-round draft pick to four-time Super Bowl champion.

Spot and credits below.


Client: Under Armour

Spot: Rule Yourself (Tom Brady)

Agency: Droga5 NY

Creative Chairman: David Droga

Global Chief Executive Officer: Sarah Thompson

Chief Creative Officer: Ted Royer

Creative Director: Alexander Nowak; Felix Richter

Copywriter: Sergio Alonso

Art Director: Sebastian Piacentini

Junior Art Director: Max Friedman

Junior Art Director: Vignesh Seshadri

Junior Copywriter: Kathryn Kvas

Chief Creation Officer: Sally-Ann Dale

Head of Broadcast Production: Ben Davies

Broadcast Producer: Bill Berg

Associate Broadcast Producer: Samuel Marx

Global Chief Strategy Officer: Jonny Bauer

Head of Strategy: Chet Gulland

Group Strategy Director: Harry Roman

Senior Brand Strategist: Candice Chen

Junior Strategist: Isaiah Brown

Head of Communications Strategy: Colleen Leddy

Sr. Communications Strategist: Hillary Heath

Group Account Director: Julian Cheevers

Account Director: Brian D'Entremont

Account Manager: Lucy Santilli

Associate Account Manager: Scott Bubis

Project Manager: Monique Lavie, Courtney Kosup

Client: Under Armour

CEO and Founder: Kevin Plank

Exec VP, Global Marketing: Adam Peake

SVP, Global Brand Creative: Steve Battista

SVP, Global Brand Strategy: Rick Anguilla

VP, Global Creative and Design: Brian Boring

SVP, Global Brand Marketing: Adrienne Lofton

Sr. Director, Global Brand Marketing : Jasmine Maietta

Director, Integrated Campaign Planning

/Global Operations : Teresa Oles

VP, Media: Steve Sommers

SVP Global Communications: Diane Pelkey

Production Company: RESET

Director/DP: Wally Pfister

Managing Director: Dave Morrison

Executive Producer: Jeff McDougall:

Producer: James Graves

Editorial: Stitch

Editor: Leo Scott

Assistant Editor: Vanessa Yuille

Executive Producer: Mila Davis

Head of Production: Meagen Carroll

Post Production: The Mill

Sr. Exec Producer / Head of Production: Sean Costelloe

Senior Producer: Nirad Bugs Russell

VFX Supervisor / Joint Head of 2D: Gavin Wellsman

VFX Supervisor / Lead Flame: Nathan Kane

VFX Supervisor / CG Lead: Wyatt Savarese

VFX Supervisor: Hitesh Patel

Lead Flame: Mikey Smith

Compositor: Emily Bloom

Compositor: Heather Kennedy

Compositor: Alex Dreiblatt

Compositor: Blake Dreury

CG Massive: Cole T. Clark

CG Artist: Corey Langelotti

CG Artist: Eric Lane

Colorist: Fergus McCall

Sound Design: Q Department


Artist: Drazen Bosnjak

Title: Charge

Sound Mix: Sonic Union

Mixer: David Papa

Executive Producer: Justine Cortale

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: September 11, 2015 https://dev.adweek.com/creativity/under-armour-welcomes-hundreds-tom-bradys-back-football-ad-season-opener-166820/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT