New York-based agency Droga5 has created a new ad for American sports brand Under Armour, featuring Olympic swimmer Michael Phelps. Part of the brand’s ongoing Rule Yourself campaign, the ad is driven by its strapline: “It’s what you do in the dark, that puts you in the light” and uses Phelps’ last Olympic push at the Rio games this year to demonstrate this notion.
The ad plays out Phelps’ training regimen and sees him swimming, weight training, carb loading, taking ice baths and battling through. The film is interspersed with more poignant shots to show the mental strength it also takes.
The ad follows a similar format to previous spots for Under Armour’s campaign, which have featured footballer Memphis Depay and the US women’s gymnastics team.
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