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“I Will What I Want” by Under Armour


i will what I want

“I Will What I Want,” a new campaign by Under Armour, debuted this week and it’s a winner. In a growing trend with advertisers, the campaign highlights female athletes and sends an empowering message. The first spot shows ballerina Misty Copeland and her hardbody in a classy manner. I dig it.

This ad is just a small part of the campaign. Under Armour Women has launches a new app on iTunes. The Under Armour Women – I Will What I Want app encourages women to join the “ultimate social fitness community”. It’s a free download that will enable women 24/7 fitness tracking, interaction with some of Under Armour’s female athletes and the opportunity to be part of a community.

I WILL WHAT I WANT is for the woman who doesn’t give up, she gets up. Who unapologetically breaks rules designed to hold her back. Who believes her will is stronger than fate. Who knows that in order to get what she wants, she has to will it that way.

iwillwhatiwant.com:

Under Armour is starting a new conversation with women. One that celebrates the WILL to find inner strength and to follow no one. In partnership with MapMyFitness, Under Armour has launched a digital community where you can connect with other individuals, including our Women of WILL. You will also be able to participate in the first global fitness platform where women all over the world can support and spotlight each other for living their lives on their own terms.

Check out iwillwjatiwant.com for athlete profiles on:

Lindsey Vonn, World Champion Downhill Skier
Misty Copeland, Ballerina
Sloane Stephens, Pro Tennis Player
Kelley O’Hara, Pro Soccer Player
Brianna Cope, Pro Surfer

“It’s a reminder that you don’t need permission, advice, or affirmation when you have WILL. It’s a celebration of who you are. As an athlete. As a woman. As everything in between and beyond. It’s a reminder that the best things in life aren’t given. They’re earned. And there’s one reason you are where you are today. That reason is you.” – Under Armour

I will
images via UA

PRESS RELEASE:

NEW YORK, July 31, 2014 /PRNewswire/ – Today, Under Armour (UA) launched I WILL WHAT I WANT™, its most expansive global women’s marketing campaign to-date, at a press event in New York City. Drawn from the brand’s iconic I WILL™ mantra, I WILL WHAT I WANT™ celebrates the inner and outer strength of women and highlights the brand’s commitment to designing elevated products for athletic females. At the event, moderated by popular television personality Sage Steele, Under Armour Founder and CEO Kevin Plank and Senior Vice President and Creative Director Leanne Fremar introduced the new campaign with the help of world champion downhill skier Lindsey Vonn, American Ballet Theatre® soloist Misty Copeland, and US Women’s National Soccer Team standout Kelley O’Hara.

The campaign features an all-star roster of trailblazing female talent, including Vonn, Copeland, O’Hara and professional tennis player Sloane Stephens. Creative elements depict real moments of will that each woman has faced in her life, capturing the grace and determination that defined each of them in their personal triumphs. Copeland, the first non-traditional athlete to join the Under Armour family, stars in the campaign’s principal creative spot.

“Today’s athletic female expects the same level of performance and authenticity from her apparel and footwear as the world-class female athlete,” said Fremar. “In addition, she has expectations that the brands she trusts will also deliver the same style quotient that exists in the rest of her closet. Our new I WILL WHAT I WANT campaign connects Under Armour to the breadth of women’s athletic experiences and recognizes that their individual stories are central to the conversation.”

“I’ve been a part of the Under Armour family for nearly a decade, and like me, the brand has grown and changed over that period of time,” said Vonn. “The I WILL WHAT I WANT campaign demonstrates Under Armour’s ongoing celebration of strong and determined women as well as the fearless attitude it takes to explore new heights. That’s a part of the brand’s culture that has always resonated strongly with me, and the latest chapter in the Under Armour Women’s story takes it one step further.”

“I am excited to be part of the new Under Armour Women’s campaign and to be able to inspire women as they find the will to pave their own way, just as I have in my own career,” said Copeland. “I am honored to be a part of a brand that recognizes the power of hard work and dedication over fate and luck. That kind of inner strength is what keeps me going.”

Under Armour worked with NYC-based creative agency Droga5 to develop extensive campaign content, including a 60-second spot featuring Copeland that launched globally online today and debuts on television in the US on Monday, August 4th. The spot will air on multiple networks including ESPN, E!, MTV and ABC. To view the full video, please visit IWILLWHATIWANT.com. Digitally, the brand will advertise with media partners Glamour, Mode, People, Refinery29, Us Weekly, Well + Good and more. Other campaign elements include out-of-home, grassroots and international extensions.

The digital campaign centers on the launch of a new mobile experience via IWILLWHATIWANT.com, available on iPhone and iPod touch on the App Store, and coming later to other platforms. The digital experience will serve as a community for women to track, analyze, and share their fitness and athletic lifestyle. Vonn, Copeland, O’Hara, Stephens and other Under Armour athletes will actively participate, providing consumers with unique insights into their day-to-day activity and motivations.

At the launch event, Under Armour also showcased products from the Under Armour Women Fall/Winter 2014 collection, including the UA SpeedForm® StudioLux™ shoe and apparel from the new UA Street Sleek line. The latest collection features a heightened design aesthetic while adhering to the Universal Guarantee of Performance, Under Armour’s commitment to creating the best and most innovative gear on the market. To shop the entire Fall/Winter Women’s collection, visit UA.com.

To follow the I WILL WHAT I WANT story and to learn more about Under Armour Women’s, visit IWILLWHATIWANT.comfacebook.com/UnderArmourWomen and join the conversation on Twitter @UAWomen and on Instagram @UnderArmourWomen with #IWILLWHATIWANT.

About Under Armour, Inc.

Under Armour (UA), the originator of performance footwear, apparel and equipment, revolutionized how athletes across the world dress. Designed to make all athletes better, the brand’s innovative products are sold worldwide to athletes at all levels. Under Armour’s wholly owned subsidiary, MapMyFitness, powers one of the world’s largest Connected Fitness communities. The Under Armour global headquarters is in Baltimore, Maryland. For further information, please visit the Company’s website at www.uabiz.com.



Morning Motivation: Nike ‘Rise and Shine’ – Find Your Greatness


If you’re looking for a little morning motivation look no further than this video. If this doesn’t get you pumped to kick some ass today we don’t know what will. Nike’s ‘Rise and Shine’ video is simply awesome.

rise and shine

Welcome to the grind. We’ve got work to do.

RISE AND SHINE
6am and your hand can’t make it to the alarm clock before the voices in your head start telling you that it’s too early, too dark and too cold to get out of a bed.
Aching muscles lie still in rebellion, pretending not to hear your brain commanding them to move.
A legion of voices are shouting their unanimous permission for you to hit the snooze button and go back to dreamland.
But you didn’t ask their opinion.
The voice you’ve chosen to listen to is one of defiance.
A voice that’s says there was a reason you set that alarm in the first place.
So sit up, put your feet on the floor, and don’t look back because we’ve got work to do.

Welcome to The Grind!

For what is each day but a series of conflicts between the right way and the easy way.
10,000 streams fan out like a river delta before you, each one promising the path of least resistance.
Thing is, you’re headed upstream.
And when you make that choice, when you decide to turn your back on what’s comfortable and what’s safe and what some would call “common sense”, well that’s day 1.
From there it only gets tougher.
So just make sure this is something you want.
Because the easy way out will always be there, ready to wash you away.

All you have to do is pick up your feet.

But you aren’t going to are you?
With each step comes the decision to take another.
You’re on your way now But this is no time to dwell on how far you’ve come.
You’re in a fight against an opponent you can’t see.
Oh but you can feel him on your heels can’t ya?
Feel him breathing down your neck
You know what that is?
That’s you…
Your fears, your doubts and insecurities all lined up like a firing squad ready to shoot you out of the sky.

But don’t lose heart.
While they aren’t easily defeated, they are far from invincible.

Remember this is The Grind.
The Battle Royale between you and your mind, your body and the devil on your shoulder who’s telling you that this is just a game, this is just a waste of time, your opponents are stronger than you.

Drown out the voice of uncertainty with the sound of your own heartbeat
Burn away your self doubt with the fire that’s beneath you.
Remember what you’re fighting for.
And never forget that momentum is a cruel mistress.
She can turn on a dime with the smallest mistake.
She is ever searching for that weak place in your armor.
That one tiny thing you forgot to prepare for.

So as long as the devil is hiding the details, the question remains, “is that all you got?”… “are you sure?”
And when the answer is “yes”; When you’ve done all you can to prepare yourself for battle then it’s time to go forth and boldly face your enemy, the enemy within.

Only now you must take that fight into the open, into hostile territory.
You’re a lion in a field of lions.
All hunting the same elusive prey with a desperate starvation that says VICTORY is the only thing that can keep you alive.
So believe that voice that says “you CAN run a little faster” and “you CAN throw a little harder” and that, for you, the laws of physics are merely a suggestion.

Luck is the last dying wish of those who want to believe that winning can happen by accident.
Sweat on the other hand is for those who know it’s a choice.
So decide now because destiny waits for no man.
And when your time comes and a thousand different voices are trying to tell you
you’re not ready for it,
listen instead to that lone voice of descent,
that one that says:
you are ready
you are prepared

It’s all up to you now.

So Rise and Shine.



Danica Patrick Before And After Transformation


This weekend the Big Game will get as much attention for the commercials as it does the game itself. One of the spots we’ll be watching for is the GoDaddy ad with Danica Patrick. Check out the video where Danica “transforms” herself into a beefed up bodybuilder.

Danica Patrick Buff

In this video we see how Danica prepared for the upcoming Super Bowl commercial. Alan Scott, Co-Founder of Legacy FX, describes how they prepared the foam latex fitted suit for Danica. She’s heard saying, “as if I didn’t have a strong enough personality as it is, now I’ve got the biceps to match it.”

See what it takes to turn Danica Patrick into a mountain of muscles. From the special suit to the spray tan, Danica gives you the inside scoop about the making of GoDaddy’s Bodybuilder ad. See the full Bodybuilder ad at https://www.youtube.com/watch?v=WycoJMKzXZ4.

Danica most muscularDanica hits a Most Muscular in her new body.

danica flexingLike every “Before” and “After” you have to have a photoshoot. 

front double bicepsDanica showing off her guns before filming.

 



Chobani Steps It up for The Super Bowl


Recently, Chobani has been on the fast track to success in the greek yogurt market. The popular brand is raising the bar of excellence with a new commercial set to air this weekend during the Super Bowl. The ad features a hungry grizzly bear ransacking a country store with a little Bob Dylan playing in the background. Two ingredients sure to mix well for a commercial on during the big game.

How it Matters

Animals seem to always be popular in a Super Bowl spot and who doesn’t love Bob Dylan? The third (and most important) ingredient that makes this ad a winner is its honesty. The voice over says, “It’s hard these days to find food made with only real natural ingredients. But at Chobani, it’s the only way we know how.”

It ends brilliantly… “Cup of yogurt won’t change the world, But how we make it, might.”

It can be hard to find food made with only natural ingredients. Even for a big grizzly bear. That’s why at Chobani, we only use 0% preservatives, 0% artificial flavors, 0% artificial sweeteners. 100% of the time. #HowMatters

If you think it matters take the pledge at thunderclap.it/howmatters!



Arnold Plays Table Tennis in Super Bowl Spot


Arnold Schwarzenegger appeared in an ad earlier this month with a wig and warming up for table tennis battle. Now we see more of what the ad for Bud Light means. A random guy named Ian ends up having a wild night in Vegas. It’s a bit like the Hangover movie but only a bit more tame. Ian (we’re told not an actor) gets a Bud Light from an attractive woman (an actor) and is asked if he is up for “whatever happens next” and like any dude in Vegas would do he says yes.

arnold Super Bowl

Apparently this was all real and filmed as we see it. It feels authentic when you see the dude’s reactions to the various people he meets along the way. Especially after the table tennis battle with Arnold. Arnold with long hair looks hilarious and in classic Arnold fashion he makes Ian hit a front double bicep and knock out some pushups.

Bud Light will air this footage in two condensed versions this weekend during the Super Bowl.



It’s Go Time with GoDaddy & Muscled Up Danica Patrick


A few weeks ago we showed you Danica Patrick in the streets of California wearing a muscle suit. The bulked up Danica was filming her 13th Super Bowl ad for her sponsor, GoDaddy. The web company has been wildly known for their over-the-top, sexy ads during the big game but not this time. GoDaddy had used racy ads for nearly a decade but this year their ads are reflective of their brand extensions.

danica muscle suit

GoDaddy wants to attract small businesses and entice them with their offerings in things like a site builder, digital shopping cart, web hosting, invoicing and more.

This newest ad shows Danica running in the streets with an army of bodybuilders to a Selena’s Tanning salon. IFBB Professional Bodybuilder Jeff Long is shown in the opening and throughout the spot you can probably spot (if a follower of the bodybuilding scene) a few more people you know.

When Selena wanted to pump up her tanning business, she turned to GoDaddy Get Found. Now, new customers can find her business online and Selena’s store is golden.



Aerie Vows to show “Real Women”… Airbrush Free


American Eagle’s brand ‘Aerie’ caters to young women and their new “REAL” ad campaign vows to show “real women”. The campaign features women without photoshop and embraces their imperfections. Everything from tattoos to beauty marks remain in the photos shown in this campaign. The advertising is getting a great deal of buzz because it goes against the norm in advertising images.

aerie-real images

Let’s be clear though… the photos are professional lit and photographed. The women shown are models, just not “super models” and they’re beautiful. The approach / tactic in this campaign isn’t new but it is a bold step to show what “real women” look like, at least in advertising. The message is a positive one and it encourages women, especially young women, to take a positive look at themselves. The current look of advertising images, and editorial images for that matter, tends to show overly edited images. In most advertising images… women’s waistlines are trimmed, their noses made smaller, arms shorter and the list goes on.

aerie real ad

Whether or not this campaign will give women a better self-image remains to be seen but kudos to the brand for showcasing women in a different light. What do you think about it? Join the conversation on twitter @hardbodynews and on facbeook.

images vie ae.com



Arnold Goes To Work For Gold’s Gym


Arnold Schwarzenegger continues to make headlines by appearing in ads. This video that aired today is very similar to the CBS tv show UNDERCOVER BOSS, where an executive puts on a disguise and slips into the every day routine of their own company. Arnold is a legend in the bodybuilding world and especially at Gold’s Gym Venice, the Mecca of Bodybuilding.

Arnold-Gold-Gym

Arnold disguises himself with a mustache, tattered (and somewhat disturbing) hairpiece to become “Howard”; a fitness instructor turned regional manager at Gold’s Gym. Imagine the surprise when Arnold, with his distinct accent, approaches you at the gym. The spot is all in good fun and was done to raise money for a good cause. It was created to draw awareness to his After-School All-Stars program in Los Angeles.

Visit omaze.com to learn more about the After-School All-Stars and how you can spend the afternoon with Arnold.



Arnold in New Super Bowl Commercial


The Super Bowl is known for as much for the commercials as the game itself. It’s the one event where people are more likely to leave during the event than the commercial breaks. This year should be no different and you can add Arnold Schwarzenneger to the growing list of celebrities who will make an appearance.

arnold commercial

Bud Light has been releasing teasers showing Arnold with long hair and a ping pong paddle with the tag line, “Whatever is coming 2.2.14″ and hashtagged #UpForWhatever.

Another spot shows Arnold warming up and stretching at a ping pong table. The Governator’s new look reminds me of Bjorn Borg’s look in the HBO documentary, McEnroe/Borg: Fire & Ice.

What do you think? I got a laugh and makes me wonder which will be funnier, this spot or Danica Patrick’s Godaddy commercial where she’s wearing a muscle suit. Guess we’ll find out during the big game next week.



American Apparel “Celebrates Natural Beauty” with Pubic Hair


American Apparel is known for pushing the envelope with their ads and making people slightly uncomfortable at times with their marketing. Today, the company has people buzzing online and giggling over their latest New York storefront. Gothamist first discovered the mannequins and was kind enough to snap a few photos and share them with the world.

American Apparel "Celebrates Natural Beauty" with Pubic Hair

As you can see from the image below the mannequins are not only wearing revealing lingerie but also sporting an au naturale look to the lady parts. Why would American Apparel feature mannequins without any lady-scaping?

mannequins with bushPhoto by Jen Chung, Gothamist

In a statement to Elle.com, American Apparel shared…

American Apparel is a company that celebrates natural beauty, and the Lower East Side Valentine’s Day window continues that celebration. We created it to invite passerbys to explore the idea of what is ‘sexy’ and consider their comfort with the natural female form. This is the same idea behind our advertisements which avoid many of the photoshopped and airbrushed standards of the fashion industry. So far we have received positive feedback from those that have commented and we’re looking forward to hearing more points of view.

What do you think… Are the mannequins rocking a celebration of natural beauty or a lame attempt at selling their clothing? The scene certainly creates a discussion and apparently those who have seen it in person aren’t offended but rather stop and laugh.

 



Viral Video – ‘Devil Baby Attack’ Scares The Crap Out of New Yorkers


This video has been seen nearly 6 million times in just one day on Youtube. The video “Devil Attack Baby” is part of a publicity stunt for the movie “Devil’s Due”.  The Youtube description reads… 

An animatronic “devil baby” in a remote controlled stroller goes on a rampage through the streets of New York City and hidden cameras record people’s reactions.

devil baby attack

The video was created by Thinkmodo out of New York City. Their ABOUT page reads, “remashes-up viral fun with marketing function to create effective viral video campaigns for brands. Our unique strategy generates tremendous online engagement and valuable earned media coverage worldwide.”

It’s safe to say they definitely took a unique approach to promoting this movie.




Reebok Nanossage Shoes Are Here!


Reebok made this massaging shoe not just for CrossFit lovers, but for anyone who wants to have comfy feet! Check out some of the highlights below and click on the banner to learn more about these shoes! I bet they feel amazing on your feet after your new year’s workouts!

reebok crossfit shoes

Reebok Nanossage Shoes
• Easy slip-on construction
• Made to be used after working out (this is NOT a workout shoe; it’s a recovery shoe)
• Foam Roller Inspired, Active massage therapy, unique geometry for comfort and fit
• The upper features Reebok CrossFit® logo and the same CrossFit inspired prints that are found on Reebok CrossFit apparel favorites
• Available in whole sizes only, recommend they go up rather than down (i.e. 11.5 sizes should buy a 12)

Reebok athlete Libby Dibiase has been sporting her pair of Nanossage.


Lead photo and content via Reebok.



Equinox Made Me Do It


This isn’t your typical spot for a gym. Take a look and see for yourself. “This year when you get into great shape, you might just get into some trouble.
#equinoxmademedoit”

equinox made me do it

It’s typical to see an influx in ads for weight-loss and gyms this time of year. People are focused on getting back in shape and hitting the gym as part of their New Year’s Resolutions. This ad from Equinox suggests that if you work out you’ll do risky, crazy things you might not have if you weren’t in shape. It’s an interesting take on getting into shape.



Thank You Mom – Winter Olympics


The Super Bowl tends to be the one time people pay attention to ads on tv but this spot by Proctor & Gamble will get your attention and it has nothing to do with American football. The 2014 Winter Olympics are less than a month away and P & G has put together an incredibly moving spot in honor of moms for the Sochi games. The ad shows young athletes taking steps towards their Olympics dreams but the focus isn’t on the athletes but rather the moms.

Thank You Mom

This “Thank You Mom” spot has a warm and fuzzy feeling to it despite it featuring cold, winter sports. The ad already has nearly 4 million views in the four days it’s been online. The spot is beautifully done by the creative agency Wieden + Kennedy out of Portland, Oregon.

For teaching us that falling only makes us stronger. For giving us the encouragement to try again. Thank you, Mom. Learn more about P&G Thank You, Mom at http://www.facebook.com/ThankYouMom.



Danica Patrick Bulks Up For Go Daddy


Danica Patrick has a new look and she hit the streets of Los Angeles, California to show it off. Danica was filming a new Super Bowl commercial for her sponsor, Go Daddy and boy did she bulk up!

danica patrick muscle

Ok, so she was wearing a fake muscle suit but it’s pretty amusing. Several bodybuilders, amateur and pro, can be seen running the streets along Danica’s side. Which is equally amusing as most bodybuilders rarely run.

We know Fitness Pro Oksana Grishina was on the set as she shared updates via her twitter account.


Nita Marquez also shared a behind-the-scenes photo of her on the set with Oksana.

See more photos of Danica running through the streets in her bodybuilding suit here.

Photo via dailymail.co.uk.



“Thank You, Mom” – Raising an Olympian: Lindsey Vonn


Top U.S. Olympic Skier, Lindsey Vonn is one of the featured athletes in Proctor & Gamble’s latest “Thank You, Mom” campaign. You might recall seeing this campaign around the 2012 Summer Olympics. It’s a feel good spot that focuses on Olympic athletes and their moms. Lindsey’s mom reminds us all to “be tough” no matter what is thrown at you.

raising an olympian

You may not always win but if you’re willing to work hard and stay positive you can achieve your goals. If Mom wasn’t there, they wouldn’t be here. Watch the story of U.S. Olympic Gold Medalist Lindsey Vonn and her mother, Lindy.

“I fall, I get back up,” Lindsey told the TODAY show in an interview. Will you get back up when you fall? It’s your choice.

lead image via Youtube.



Lucy Activewear Combats Stress with a Child’s Pose


Lucy, makers of women’s workout wear, has a new ad out and it’s not your typical women’s ad. The holidays can be stressful and Lucy might have the answer to relieve a bit of it. When things get hectic hit a “child’s pose”. If you’ve never practiced yoga the term may be foreign to you but for Lucy’s target audience, this ad will hit home.

lucy actrivewear

The spot shows a variety of frustrating situations and to combat the stress the women hit a “child’s pose”. Stressed out? Try hitting a child’s pose and see if it helps.

#Childspose from lucy Activewear on Vimeo.



Goldieblox Gives Girls Freedom


This will bring a smile to your face. Goldieblox showcases girl power in a fun, creative and unique way. It’s the brainchild of Debbie Sterling, an engineer from Stanford who was bothered by how few women there were in her program. She decided to do something about it and hence GoldieBlox was born. It’s a book and a construction toy combined.

goldie-blox

Two days ago, GoldieBlox released a two-minute spot that rewrites the Beastie Boys’ “Girls” song and is set to a pretty rad setting showcasing three female inventors.

Girls are typically given Barbies, My Little Ponies or similar toys to play with. Growing up, Sterling was one of those girls who had the stereotypical girl toys. She set out to change the toy game but creating a something different. Something that would empower girls to think and be creative… a construction toy for girls. She tells the LA TTIMES, “Girls love stories and characters, whereas all the construction toys are building for the sake of building.”

GoldieBlox raised $150,000 in four days. Smashing their one year goal of 150k. Goldiebox raked in over $1 million in pre-oreders before the product was even on the market. You know you’re onto something when you’re pulling in those types of orders.

We’re GoldieBlox, a toy company out to show the world that girls deserve more choices than dolls and princesses. We believe that femininity is strong and girls will build the future — literally.

Our founder, Debbie Sterling, is a Stanford engineer who decided last year that girls need more choices than the pink aisle has to offer. She developed GoldieBlox, an interactive book series + construction set starring Goldie, the kid inventor who loves to build.

This year, we wondered what we could do to showcase the amazing inventive power that girls have. So…we might have recruited three young girls and that guy who made OK Go’s famous Rube Goldberg machine to turn an average home into a massive, magical contraption.

Via YouTube

Song lyrics:

Girls.
You think you know what we want, girls.
Pink and pretty it’s girls.
Just like the 50′s it’s girls.

You like to buy us pink toys
and everything else is for boys
and you can always get us dolls
and we’ll grow up like them… false.

It’s time to change.
We deserve to see a range.
‘Cause all our toys look just the same
and we would like to use our brains.

We are all more than princess maids.

Girls to build the spaceship,
Girls to code the new app,
Girls to grow up knowing
they can engineer that.

Girls.
That’s all we really need is Girls.
To bring us up to speed it’s Girls.
Our opportunity is Girls.
Don’t underestimate Girls.

Web edit – v10b-YouTubeUP-25k from Goldie Blox on Vimeo.

KUDOS Debbie This is a rad spot and an awesome idea! I know what I’m getting my niece for Christmas. Follow Goldieblox on twitter @goldieblox and check out their website, goldieblox.com.



Would You Do 30 Squats for A Free Subway Ticket?


Chalk this up to one of the more creative approaches to marketing the Olympics. A new vending machine has been set up in Moscow intended to get people excited for the 2014 Winter Olympics. The machine was installed outside of one of the busiest subway stations and gives people the chance to earn a free ride. Do 30 squats in front of the machine and boom – free ticket.

winter olympics promotion squats subway

This is just the first installment from Russia’s Olympic Committee. They aim to “add elements of sport into daily life.” The committee has future plans to expand on the campaign. They will turn hanging handles on buses into exercise bands and install exercise bikes that produce electricity to charge cellphones.

It’s a unique way to promote the 2014 Winter Olympics and include a fitness aspect to it. It’s great to see this type of creative marketing being used and encourage people to be active. It’ll be interesting to see how many people are willing to participate. The 30 squat task has to be completed within two minutes. While most of you could knock out 30 squats in a blink of an eye, it remains to be seen what the general public will think.

This video shows how intrigued people are by the concept.

A subway ticket is typically 30 rubles (93 cents) for a single ride. There’s more information on olympicchange.ru however I don’t read Russian so if anyone does and would like to share more on what the site says, please let us know.

Would You Squat for a Free Subway Ticket?
View Results

Lead image via Youtube.
Info for story from AFP.



Ad Watch: Under Armour Makes You Better


Top U.S. Olympic skier, Lindsey Vonn shared news on her Facebook and Twitter accounts that Under Armour (one of her many sponsors) released a new commercial with #CGinfrared technology. What does that hashtag stand for you might ask? Coldgear® Infrared. It’s the latest technology from Under Armour that claims it will keep you warmer for longer. Will it? I’m  not sure but certainly intrigued.

under-armour-makes-you-better

Where’d Coldgear® infrared come from?
We looked at military planes – ones coated in a  powderized ceramic that absorbs infrared light, a kind of heat.

What makes it our best insulation system ever?
Doesn’t make you warm, it keeps you warm. No extra weight or bulk.

What’s the pattern?
Soft, thermo-conductive coating, inside your gear – that pattern absorbs and retains your own body heat.

How does it control your “microclimate”?
The innovation of ceramic material helps you control the temperature between your gear and your skin.

The commercial showcases a number of Under Armour’s athletes and says, “Our job is to make all athletes better and empower the NEXT generation of athletes to believe they can do anything!” I love their mantra and approach. Check out the newest commercial, released today in conjunction with their new Coldgear® Infared.

UA MAKES YOU BETTER

Make tight feel nice. 
Make strong look pretty.
And help make Lindsey’s comeback a reality. 



ASICS Treadmill Challenge: Can You Keep Pace with An Elite Marathoner?


Th ING New York Marathon takes place on Sunday, November 3 and ASICS created an interactive way for fans to see what it might be like to run in the shoes of America’s fastest marathoner. As the fastest American male marathoner, Ryan Hall runs an average of 4:46 a mile. ASICS custom-built a treadmill to run at Ryan’s exact speed for The Treadmill Challenge. The treadmill was placed on the back of a truck and participants are harnessed in for safety. Once the timer starts it’s go time!

treadmill-challenge

How long do you think you could keep Ryan’s pace? Keep in mind this is his pace for 26.2 miles. This is a great idea from ASICS!

Good luck to all who are running in the event. Learn more about the marathon at ingnycmarathon.org and visit ASICS America for more on their NY Marathon coverage



Ad Watch: Nike “Just Do It” – Possibilities


Nike always seems to be on the front lines for all things cool. The newest Nike commercial celebrates the 25th Anniversary of their legendary tagline, “Just Do It” and it comes across more like a movie trailer than an ad. The 90-second spot seamlessly flows from one sport to another and showcases a mix of men and women throughout. Bradley Cooper narrates the spot although it wasn’t until I read that tidbit on Adage.com that I was able to pinpoint the voice.

possibilities-nike

The spot already has over 1 million views on Youtube and its only been up for a day. Nike describes “possibilities” as…
We’re all capable of a little more — a little faster, a little higher, a little stronger, a little more. And when we look at all of the little things we’ve done, we’ll see the big things we’re doing.

The music in the spot is the “Future Starts Slow” by The Kills. Pretty rad music to go with the ad. I dig it. What say you?

Client:
Nike
Spot: “Possibilities”
Ad Agency: Wieden + Kennedy



AD – ZigTech Shark On Sale at Reebok


Just in time for summer outdoor activities, the popular youth ZigTech Shark sneakers are now on sale at Reebok!

zigzag

Save up to $15 on select colors of this flexible, durable and comfortable shoe. With colors like charged green, vital blue, dynamic pink, and blaze yellow, your child is bound to have the coolest kicks of the summer. ZigTech technology features a zig-zag sole that provides cushioning for the active child, and support for a comfortable back to school shoe.

zigtech



Dove Real Beauty Sketches – You’re More Beautiful Than You Think


Gil Zamora is a forensic composite artist, trained at the FBI academy in 1993. Gil worked at the San Jose police department from 1995 until 2011 as their police artist. He works off a person’s memory and asks several questions to composite his sketches instead of reference material. It’s important to note as it influences this experiment, beautifully documented.

dove-sketch

Gil was hired by Dove to interview and draw seven different women, two sketches each.The first sketch is drawn from the woman’s description of herself. Gil never sees the women before he draws them. The second sketch is based off from a stranger’s description of the same woman. The sketches are incredibly different and in one woman’s words, “the stranger’s was a little more gentle.” The women are shown the sketches side by side and the women realize how hard on they are on themselves. The take away, at least in my opinion, is that women spend too much time trying to fix things they don’t like and they are too hard on themselves. The spots may be for Dove but you’d barely know it by the way they were produced and presented.

Bravo to Dove and this Real Beauty campaign. The short version has been seen over 1.2 million times in two days.

Youtube:

Women are their own worst beauty critics. Only 4% of women around the world consider themselves beautiful. At Dove, we are committed to creating a world where beauty is a source of confidence, not anxiety. So, we decided to conduct a compelling social experiment that explores how women view their own beauty in contrast to what others see.

Watch the whole experience at: http://dove.com/realbeautysketches
Join the conversation at: #wearebeautiful

And don’t forget: YOU are more beautiful than you think!

Lead image via Dove Youtube.



ESPN Gives Mom Props


We love the approach ESPN took with the commercial. While the world watches the Harbaugh brothers (they are both head coaches of the opposing teams) compete against each other in the Super Bowl, ESPN shows respect to the true Most Valuable Player… Jackie Harbaugh, their mother.

hardbaugh-mom-ad

It’s not crazy
That no matter who wins the game,
the MVP is a mom from Wisconsin,
it’s sports.



Protein to Start Your Day? Milk Mustache Super Bowl Ad with The Rock


There’s no question Dwayne “The Rock” Johnson is one of the biggest super stars in the world. When he’s not in the ring for WWE he’s in the gym pumping iron or prepping for another movie. The folks at the Milk Mustache campaign are taking to the Super Bowl in hopes of cashing in on his fame. Typically we’ve seen celebrities with a “milk mustache” in print but not on tv.

milk-rock-commercial

At the end they show “Protein to Start Your Day” which, in our opinion, is a bit misleading. We love The Rock but pretty sure he doesn’t turn to a gallon of milk for his protein. What do you think? Plus where’s his milk mustache?



VIDEO: Calvin Klein Concept Super Bowl Ad


Watch a preview of the Calvin Klein Concept commercial featuring model Matthew Terry. The latest offering from Calvin Klein Underwear features 360• seamless technology for a new standard in freedom and fit. Stay tuned for the full commercial premiere during this Sunday’s Super Bowl broadcast.

 

calvinklien-ad

Visit Calvin Klein on the web:
www.facebook.com/calvinklein
www.twitter.com/calvinklein



Image and text via youtube.



New Planet Fitness Commercial – Hot or Not? UPDATED


Planet Fitness is known for their absurd, over the top commercials and their “Lunk Alarm”. Most physique competitors would be banned from their gym due to their laundry list of rules, like no grunting. The gym chain is back with a new round of commercials to kick off the new year. They claim they’re not a gym though and it’s only $10 a month. In the newest spot they poke fun at pretty girls and claim that’s why their not a gym.

planet-fitness

Um ok. I’m not buying it but if it gets people to workout then so be it but it’s a pretty lame approach in my opinion. What say you Hardbody Nation? Check out the commercial below and then vote and/or comment below.

What do you think of the commercial?
View Results

The New York Times published a story about Planet Fitness and shared that the new campaign will use the slogan “No Gymtimidation”. This coincides with their “judgement-free zone” that is unless you grunt then you could get booted out. One thing I was unaware of that the NYT piece mentioned was “Every month members are treated to pizza on the first Monday night and bagels on the second Tuesday morning, while Tootsie Rolls are handed out daily.”

Seriously?

But Steve Red, the chief creative officer of Red Tettemer & Partners, said the aspirational approach can backfire when it comes to promoting health clubs.

“I’m never going to get to be that washboard-stomach, super-cut guy that I see in the Equinox ads,” said Mr. Red, referring to the chain of upscale gyms.

- New York Times.

Maybe because the daily tootsie rolls have something to do with that Mr.Red.

#update# Not to be outdone by the women’s ridiculousness there’s a new “BURN” spot for men. I laughed but only because of how stupid it is.



Jelena Abbou Featured in New MAC Strength Collection


Jelena Abbou has graced the covers of many magazines and featured in a number of ads over the years. Now the IFBB Figure Pro has taken her modeling up a notch in the new MAC Cosmetics campaign. The MAC Strength Collection is a “collection to play up your strength.” The collection will be available online December 24th and in North America at MAC locations on December 26th. International customers will have to wait until the new year to find the line at nearby MAC locations.

mac-strength-model1

Jelena flew to London in February, where the campaign was shot. She shared with us that the experience was incredible and is super excited to see it in stores. At the time of the shoot she was a few weeks out from the Figure International, where she went on to place 11th.

A few websites recently shared the image and it has received a wide variety of responses. TheBestbydianne.blogspot.com shared a passage from the upcoming campaign and said she was excited to try it because of its message.  The copy reads, “I am a women: fearless, elegant, strong. We love women who strike powerful poses, stand out, redefine the notion of beauty…and do it with an inner/outer strength that’s irresistible and impossible to ignore. Colour is a vehicle for a women to flex their femininity and MAC’s New collection reflects this state of mind and style. It starts with dramatic eyes defined by two Eye Shadow Quads that sculpt and highlight, precision Penultimate Eye-Liner and extra-volumizing Opulash. Lips plump up with vivid colour to project power while Powder Blush in Natural Tones softly chisels cheeks. And, nailing it for overall presentation, MAC’s High Gloss Nail Lacquer.”

jelena-mac-strength
Jelena Abbou looking HARDBODY in new MAC advertisement.

Join us in congratulating Jelena on this tremendous opportunity to showcase a HARDBODY in the “mainstream” world. Visit www.maccosmetics.com for more information. See more images at www.temptalia.com.



Ad Watch: No Matter What. Sweat. Under Armour Women


Under Armour Women released a new video today titled, “No Matter What. Sweat. Every. Day.” The mantra is in line with that of a Hardbody even though the whole “.” after every word has been played out. Under Armour wants women to believe that “sweating is the best part of your day.” Agree?

women sweat workout

After watching the video a couple things jump out at us. Why aren’t more of the women sweating? Why not really push the idea by having women drenched in sweat? We’re pretty sure if you worked out with women like Ronda Rousey, Erin Stern or Nicole Wilkins you’d have sweat pouring down your face. It’s not until the very end of the clip we actually see visible sweat. We dig the idea but would love to see them show how women really look after a during and after a hard workout.

No Matter What. Sweat. Every. Day. — Under Armour Women
Sweating is the best part of your day. The part that tests your will, your body, and your mind. The part that truly makes you better. Under Armour celebrates the WILL of female athletes everywhere in our latest anthem. It’s an invitation, a challenge, and a mantra. Now get out there and sweat!

Visit UA.com for Under Armour Women products.

Via Youtube.



Disclaimer: Reader discretion advised, please consult your physician before beginning any exercise or diet program.