Always asks, “Do we limit girls?” The video has been viewed over 36 million times in just over a month. Check out what the girls interviewed had to say.
Being comfortable is beautiful. Jennifer Sey, Levi’s chief marketing officer, tells the New York Times this is “the biggest investment Levi’s has ever made in a woman’s campaign.”
A new Reebok commercial with NFL standout J.J. Watt and UFC Champion Ronda Rousey launched today. “Before Ronda Rousey and J.J. Watt begin punishing their workouts, they get locked in with the ZPump Fusion from Reebok.” Check it out.
Ronda Rousey & JJ Watt Star in New Reebok Commercia
UFC champion, Ronda Rousey appears in a new Budweiser Brazil commercial in front of her title defense against Brazilian Bethe Correria on August 1st. The commercial doesn’t really have anything to do with Budweiser and could be an ad for pretty much anything minus the occasional Budweiser sign. It’s still a well done commercial, as you might expect from Budweiser.
Ronda is shown training solo throughout the 60 second spot with a voice over…
You have to have fear in order to have courage.
You’re not just training to be the best in the world… You’re training to be the best in the world on your worst day.
Nobody is easy until after you defeat them.
I work hard to make the fight easy.
I always perform above myself when the pressure is the highest.
I’m scared of failure all the time… but I’m not scared enough to stop trying.
Never forget where you came from.
Train like the #uswnt with the right Women’s soccer gear, training apps and inspiration for on and off the field. Find everything you need to own the game: http://Nike.com/WomensSoccer #NoMaybes
“AMERICAN WOMAN” FILM ILLUSTRATES THE #NOMAYBES ATTITUDE OF U.S. WOMEN’S NATIONAL TEAM
Individually, members of the U.S. Women’s National Team are blessed with speed, agility, strength, and power. Collectively they inspire millions.
“American Woman,” part of Nike Soccer’s #NoMaybes campaign, features Abby Wambach, Alex Morgan, Sydney Leroux, Carli Lloyd, Christen Press and Megan Rapinoe.
The film captures their journey from training to match day.
Before they ever step onto a pitch surrounded by thousands of screaming fans, U.S. Women’s National Team players go through hours of preparation, both alone and alongside their teammates. When training gets tough, they feed off motivation from each other and, in turn, motivate other players. Taking the field at the Women’s World Cup, they carry their own championship dreams and bear the hopes of fans across the country.
“You have to have a team mentality with the competitiveness of the individual,” said U.S. Women’s National Team captain, Abby Wambach. “You want to make sure that everyone around you has the same mentality and then enmesh those individualities. We are masters of controlling ourselves and bringing out the best in each other.”
The film launched on the Nike Soccer App (gonike.me/SoccerApp) and includes the song, “American Woman,” by The Guess Who.
Nike Soccer’s Women’s World Cup Footwear Pack – Hypervenoom II, Mercurial, Magista, and Tiempo (from left to right)
Additionally, athletes appearing in “American Woman” wear the new collection of Women’s-specific Nike cleats: the Hypervenom II, Mercurial, Magista, and Tiempo. The boots are available in the Nike Soccer App, Nike stores and on nike.com.
NIKE Soccer – ‘American Woman’ features U.S. National Team
Nike has a new ad that encourages women to push through their inner voice and any doubts. The result? You’ll be be better for it. It’s a fun, lighthearted and real approach that will will resonate with anyone who has tried yoga, spinning running or even lifting weights. Nike Women – “Don’t let you stop you.”
Better For It – Inner Thoughts
IF YOU’VE GOT THE DRIVE TO GET BETTER, WE’VE GOT THE TOOLS AND GEAR TO HELP YOU DO IT. – NIKE
The movement to encourage and empower women to be strong has never been stronger. Yes, lame pun intended. Check out these for spots that focus and highlight women in a positive, encouraging way. Nike’s Training Club has kicked things up a notch and gone global. Their group workouts look more like a rave that a dreadful gym class and it’s pretty awesome. Under Armour focuses on the team aspect in their new “Women of Will” spot. Everlast isn’t known for their marketing to women but in their newest spot they take a shot at it. Last but certainly not least, ALWAYS shares a follow up video to their hugely successful “Like A Girl” campaign. In this video they show how women are changing the meaning of “Like A Girl” with their actions.
Nike Training Club
“Push your limits with a full-day training challenge featuring the world’s best fitness experiences led by Nike Master Trainers.”
Join the movement at http://www.nike.com/women/events.
EARN YOUR ARMOUR | Women of Will
“It’s not just you out there. Team amplifies WILL. Five Women of WILL tell us how. #EARNYOURARMOUR”
“Don’t call me a female boxer. I’m a boxer.”
Always #LikeAGirl – Stronger Together
As part of International Women’s Day, Procter & Gamble released a follow-up “LIKE video showing how women are changing the meaning of “LIKE A GIRL.”
Alone you’re awesome. Together we rock.
This year, for International Women’s Day, let’s all join forces to make sure that girls everywhere keep their confidence through puberty and beyond by showing them that doing things #LikeAGirl is an awesome thing.
Using the phrase “like a girl” is an insult to any adolescent girl, and a tough blow to her confidence. We started a conversation to help change all that with our #LikeAGirl social experiment and film. And millions of girls from around the world responded big time. In fact, many of you started a movement: you shared your videos and personal stories, and showed the world that doing things #LikeAGirl really is downright amazing.
Together, we’re changing what it means to do things #LikeAGirl. And our movement’s growing bigger and stronger everyday. Thanks for sharing. Keep doing things #LikeAGirl. It’s working.
Lead image compiled via Youtube
Actor Jamie Foxx narrates Under Armour‘s latest brand campaign, The Book of Will. The new campaign is the biggest in the brand’s global initiatives. The first two films, directed by Acclaimed film director Peter Berg, feature NBA’s Stephen Curry and US track and field athletes Manteo Mitchell and Natasha Hastings.
The spots focus on self-determination and the inner drive to Erase All Doubt. They’re well done and worth checking out. Under Armour continues to gain momentum in not only the apparel category but also the shoe game. As the spot says, “The excellent ones reinvent the race.”
NBA All-Star Stephen Curry and Oscar Winner Jamie Foxx Team Up in Under Armour’s Biggest Ever Global Brand Campaign
The Yearlong Campaign Launches During NBA All-Star Weekend and Features a Series of Short Films Celebrating the Spirit of the Underdog
New York, NY (February 12, 2015) – Oscar-winning actor Jamie Foxx and NBA All-Star Stephen Curry joined Under Armour Founder and CEO Kevin Plank at an event in New York City to launch the brand’s biggest ever global brand campaign, The Book of Will. Foxx is the star and Creative Director of the new short films that are expanding the brand’s I WILL campaign dedicated to the underdogs whose journey is defined by a relentless drive to succeed. The first film from the campaign, which debuted at the event, tells the story of Curry’s journey and is entitled “Volume One: Shakespeare Got it All Wrong.” It will air on February 15 during the 2015 NBA All-Star Game telecast on TNT.
“We’ve had a relationship with Jamie since 1998 when he was filming the movie ‘Any Given Sunday’ and we knew he was the right creative partner to help bring Stephen’s journey and the underdog message to life,” said Kevin Plank, Under Armour Founder and CEO. “He understands what it means when athletes will themselves to make something happen, and – like creating a legacy in Hollywood or taking the NBA by storm — a lot of times that means rewriting the book and creating your own path.”
Acclaimed film director Peter Berg, directs each spot in the campaign. The new film is available to watch now at youtube.com/underarmour.
“Stephen Curry is the hottest player in the NBA right now, and this film tells the story of his tough journey to get there,” said Foxx. “With the season he’s having, everybody is acting as if they believed in his talent from the start, but he had to fight his way up from day one, through high school, to putting a small college on the map, to dominating in the league.”
“Shakespeare Got it All Wrong” depicts Stephen’s path from being the son of an NBA star, to an overlooked high school basketball player, to becoming the game’s new creative genius and most “unguardable” playmaker. After being virtually unknown to scouts and pundits just a few years earlier, the film anoints him as “The Patron Saint of Underdogs.” Detailing Curry’s rise, and the response he has received causing mob scenes at Under Armour stores around the world, from New York to Shanghai, the content is comprised of real moments in his life going back to his childhood. Now in his fifth professional season, Curry has established himself as one of the game’s most electrifying players. He is redefining the point guard position with a combination of floor vision and shooting that sets him apart from anyone who has ever stepped on a basketball court. The leading vote getter amongst all players, he is starting in his second straight NBA All-Star game this Sunday in New York City.
“I appreciate the journey I am on and what I’ve gone through to get where I am today,” said Curry. “I’m enjoying the success, but I still feel I have room to grow to reach my full potential. The process is about getting better everyday and never losing the hunger to reach all my individual and team goals.”
Featured in the commercial is the “Dark Matter” Curry One – the colorway of his signature shoe that he will wear during the NBA All-Star game. Available at UA.com starting on February 13 for $119.99, the new shoe features Charged Cushioning™ and Anafoam technology. Charged Cushioning absorbs impact and converts it into a responsive burst, offering explosiveness in every step and change of direction. Anafoam molds together EVA foam and mesh to provide basketball players of all levels with anatomical support at key pressure points.
The second film in the series, “Volume Two: Aristotle Got it All Wrong,” also debuted at the event. It airs on broadcast starting February 17 on the NFL Network and ESPN, and is available to watch now at youtube.com/underarmour.
Starring Foxx alongside US track and field athletes Manteo Mitchell and Natasha Hastings, the film chronicles the self-determination and inner drive it takes to be the fastest person on the track. In this take, its Aristotle’s famous: “You are what you repeatedly do,” quote that is rewritten for Under Armour athletes to: “You are what you repeatedly do, when things get hard.” For Mitchell, his reaction to the challenge is detailed by his resolve during the 2012 Olympics when he broke his leg while running the 4×400 relay and continued running another 200 yards to pass off the baton, giving his team the chance to eventually win the silver medal.
In the spot, Mitchell and Hastings are wearing UA SpeedForm® Gemini and UA SpeedForm® Apollo Vent running shoes, respectively.
UA SpeedForm Gemini brings precision fit and feel to a shoe made for long distance running. It features a seamless heel cup and lightweight, breathable upper, which minimizes distractions and allows for a more locked in, personalized fit. UA SpeedForm Gemini is available now for $129.99 at UA.com.
UA SpeedForm Apollo Vent, engineered using the same seamless heel cup technology, delivers zero distraction and next-to-skin support and comfort. The ArmourVent™ mesh upper delivers maximum breathability in a light, stretchy, durable, fast-drying fabric and the molded 4D Foam® footbed conforms to your foot’s exact shape to eliminate slippage. It’s available on UA.com beginning February 13 for $109.99.
About Under Armour, Inc.
Under Armour (NYSE: 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. The Under Armour Connected Fitness™ platform powers the world’s largest digital health and fitness community through a suite of applications: UA Record, MapMyFitness, Endomondo and MyFitnessPal. The Under Armour global headquarters is in Baltimore, Maryland.
Super Bowl Sunday. The one day when most people tune into tv just to watch commercials. The biggest day in American football has turned into the biggest day in the world of advertising at least for creativity and hype. The commercials that run during the Super Bowl XLIX (that’s 49) cost around $4.5 million per 30 second spots. Many advertisers target the Super Bowl because of the hype that surrounds the big game. Now people take to twitter and Facebook to rate, judge and comment on their favorites as they happen.
So which Super Bowl ads were a hit? The game may have been better than the commercials for the first time in recent memory but here’s our top five best Super Bowl commercials.
Hardbody Top 5 Best Super Bowl Commercials of 2015
5. Clash of Clans: Revenge (Official TV Commercial)
Actor Liam Neeson plays the part well and anyone who has been to a coffee shop will relate to their name being mispronounced. It’s way more creative than some other approaches video games have gone.
4. Official 2015 Dodge Super Bowl Commercial | Wisdom | #DodgeWisdom
This spot by Dodge features elderly in a classy way. The spot gets better and better as it progresses so watch until the end.
“You call it attitude, we call it character. Sometimes in order to get the most out of life you need to keep your eyes open and your mouth shut. So live fast, don’t bitch and most importantly never, ever forget where you came from.” via Youtube.
3. SNICKERS® – “The Brady Bunch”
You’re not yourself when you’re hungry. Who can’t relate to that? HA! Especially those of you in contest prep mode. If you didn’t watch the Brady Bunch growing up it may not be as funny to those who did but it’s still gets a thumbs up in our book.
2. Always #LikeAGirl – Super Bowl XLIX
ALWAYS reintroduces the “LIKE A GIRL” campaign after it was widely successful in 2014. The commercial has received over 54 million views since it went live on Youtube. We’d put this one first but since it was a remake of the previous commercial we had to put it in the runner-up spot.
“Take a stand. Join our movement. Together, let’s make #LikeAGirl mean amazing things.” via Youtube.
1. 2015 Budweiser Super Bowl Commercial “Lost Dog” | Budweiser #BestBuds
Who doesn’t love a a spot with animals, especially dogs and horses? The answer is everyone. Ok well maybe not everyone but millions of people saw the spot before it aired on the big game and were fans. Will it make you buy Budweiser? Probably not but it is a feel good spot that you’ll want to watch more than once.
Many people have cited the FIAT commercial as their favorite but really? It’s a total boner concept (lame pun intended) that has been played out but hey maybe it resonates for reasons we don’t need to know about.
Saturday Night Live makes fun of the big game and women’s role in it. The Super Bowl Activity Pack for Women is ridiculously funny because we know it would never happen.
Reebok wants you to “Be More Human”. Huh? That was my initial reaction when I heard about Reebok’s newest campaign. Keep in mind this was before I saw any of the ads that were launched this yesterday. “Be More Human”… as opposed to a robot or an alien? What exactly was I doing that was so un-human like that Reebok wanted me to change? I wasn’t quite sure. When the ads were released and I checked out the new website, it started making sense what their “be more human” was encouraging homo sapiens to do.
On the Reebok site it reads, “It might be time to break your selfie addiction” they had me. We’ve all taken at least one selfie, if you’re saying no I haven’t I don’t believe you. Unless of course you don’t own a phone and you’re reading this at the public library, in which case my bad. The selfie world has truly become an addiction for many, especially in the world of fitness. If you have any doubts just look at many of the current IFBB Bikini Pros and you’ll see what I’m talking about. If you see one selfie or booty selfie or boobsweat selfie you can bet there were probably a dozen more that weren’t the right angle or in the right light before getting a filter (despite being hash tagged #noFilter or #unedited) on instagram.
Sorry, selfie rant. I’m not a fan. So ya back to Reebok. YES IT IS time to break your self addiction, not “might be time” it IS TIME. Reebok wants you to #BREAKYOURSELFIE ON INSTAGRAM as part of their new campaign. “It’s time to break our selfies. To challenge ourselves and the digital soul-stealers affixed to the end of our extended arms to capture less-plastic, more-human expressions of who we really are.” I agree and fully support this.
The sad thing is when you look at the instagram feed on their website, mant of the people don’t get it. They aren’t doing anything more human like, they are taking more selfies and simply using the hashtag #BREAKYOURSELFIE to show up on the Reebok feed. Let’s hope there are fewer selfies.
When you look at the website, the commercials and the creative around the new Reebok spots they focus primarily around women. They’re showing images of strong, get after it and kick ass women. Look for the Reebok “Be More Human” campaign to “officially” kick off during the 2015 Super Bowl on NBC. The Break Your Selfie game resonated with me, check out some of the other spots in the new campaign.
Reebok – Freak Show – Be More Human
To all the athletes out there who spend their days bloody, muddy, and sore, not for bright lights or money, but to simply be the best version of themselves: This is for you.
Sometimes a little bit of crazy is a good thing. It’s that extra push that keeps you at the gym after everyone else has thrown in the towel, that urge to go for one more lap, or that mental alarm clock that drags you out of bed in the morning to get out there and train. That little bit of crazy is what sets the tire flippers, rope climbers, and 5 A.M. runners apart from the crowd.
And it’s not just about being able to lift more, run further, and jump higher. It’s about pushing your own personal limits, expanding your mental and social strength, not just your physical strength. It’s about being a harder worker, a more mindful person, a better human. Reebok designs gear that’s forged from these ideals and stands up to non-stop punishment.
Honor Your Body & Be More Human
You’ve only got one body. Don’t waste it with inactivity. Honor your body by dragging it through the mud. If you and your body can conquer the elements, you can conquer anything life throws at you.
Determined athletes love to get their hands dirty. The rain doesn’t keep them indoors. They don’t see mud, dirt, and sharp inclines as obstacles but as part of the experience of honoring their bodies. This penchant for physical punishment isn’t just about building muscles or being able to run further. It’s about improvements across the board, physical, mental, and social.
Inspired be these athletes, Reebok not only creates the apparel and sneakers they gear up with, but also connects them with each other and puts them to the test with the Be More Human Experience, the world’s first test to explore and discuss our human-ness.
Kids love to play in the dirt. Some adults do too, and the more power to them. These are the athletes who don’t hesitate to sprint straight through the mud, who don’t hesitate to get drenched in rain, all for the sake of improving themselves. So how often do you let your inner child out?
Intense fitness isn’t just about physical improvement. It’s about digging deep, finding the inspiration to go for one more lap, set, or match. It’s about breaking past your mental limits, having your mind push your body and your body push your mind.
These athletes also push Reebok to create the most advanced apparel and sneakers possible. Reebok is now connecting those dedicated to fitness through the Be More Human Experience, the world’s first test to explore and discuss our human-ness.
Strength doesn’t just come from muscles; it comes from a place far deeper. How deep will you dig to find that strength? How much mud and dirt will you power through, physically and mentally?
Testing your physical limitations affects more than your body. This transformative experience is a test of wills, as well, pushing you to Be More Human. There are no heroes in intense fitness training, no egos, just that invisible badge of honor.
Reebok stands for relentless self-improvement on all fronts, physical, mental, and social. And we’re not just talking about helping you gear up with most resilient sneakers and apparel available. Our Be More Human Experience helps dedicated athletes find inspiration, empowering them to get out there and push themselves further.
Every spot encourages people to “see what it truly means to Be More Human.” Then get more at http://Reebok.com/BeMoreHuman.
**This post contains affiliate links and we will be compensated if you make a purchase after clicking on the links.
REEBOK CELEBRATES PEOPLE THAT PUSH THEMSELVES OUT OF THEIR COMFORT ZONES TO FULFILL THEIR HUMAN POTENTIAL
CANTON, Mass. – January 28, 2015 – Today, Reebok issued a bold challenge to the world to “Be More Human” with its new, fully-integrated marketing campaign, continuing the global fitness brand’s mission to change how people perceive and experience fitness. “Be More Human” goes beyond a campaign or a tagline; it’s a rally cry to live up to your full potential. This unique point of view is embodied in the brand’s new symbol, the Reebok Delta. The three sides represent the physical, mental and social change that comes through living a fitness lifestyle.
In our hyper technology-driven world, Reebok celebrates everyday people who have reconnected to a rugged physicality that allows them them to live much bigger, fuller and less self-focused lives. For these individuals fitness isn’t just a physical activity – it’s something that enhances not only their body, but their entire life. Through fitness they become better parents, better leaders, better teachers, better partners and overall a better, stronger version of themselves.
“Reebok believes that by pushing ourselves to the brink and testing our limitations, we have the power to transform ourselves not only physically but also mentally and socially”, said Matt O’Toole, Reebok Brand President. “By adopting such a lifestyle, you find yourself in a community of people, joined together by a common purpose – to be better versions of themselves. We’re confident that when we push ourselves, we not only transform our bodies, we transform our entire lives.”
The brand film titled “Freak Show”, available at www.reebok.com/bemorehuman acknowledges that tough fitness is a lifestyle not always understood. Its methods are intense, demanding and require real commitment. “Freak Show” is a celebration of those who have chosen to be more than they thought they could be through fitness. It is a challenge to those yet to be converted to Be More Human.
Courageous and cinematic, “Freak Show” is a story with captivating intensity that showcases everyday athletes embodying what it truly means to “Be More Human” as they meet and tackle different fitness challenges transforming them to be better leaders, better parents and more capable humans. Directed by AG Rojas in partnership with Venables Bell & Partners,the 60 second TV spot juxtaposes the merits of tough fitness and how it benefits humans in their everyday lives – this includes a young mother crushing a new workout routine and how a firefighter uses the mental toughness gained from a night trail run in his demanding day job.
Yan Martin, Vice President of Global Brand Communications at Reebok, says, “There’s a new breed of athlete. These are everyday people, and these athletes should also be regarded as role models. For these individuals, the achievement comes from the realization that they are transforming their lives through fitness, and in the process they’re transforming the lives of their communities. We acknowledge and salute these new athletes who challenge themselves daily in search of greater rewards.”
At the heart of the multi-channel campaign is the “Be More Human Experience,” an online destination where fitness enthusiasts can challenge and define what it is to be human. The one-of-a-kind platform, available via desktop, tablet and mobile, features a number of interactive “Be More Human” tools and experiences, including:
THE HUMAN SCORE
The world’s first test that quantifies one’s ‘humanness’ by ranking users against various human attributes specifically social, mental and physical traits – designed to trigger conversation about the choices we make with regard to health and physical activity. Participants complete a short online quiz composed of a number of multiple-choice questions, from which the answers are used to generate a personalized Human Score.
An interactive 3D visualizer that dynamically shows how various physical activities, from excess sleeping to tackling a demanding obstacle course race, stimulate key nodes of the brain – in particular neurotransmitters (emotion and cognitive action), the cerebellum (smooth mental and physical movement), the corpus striatum (TBC), the hippocampus (memory) and the frontal cortex (executive functioning). As users interact with the visualizer, in-depth research on the relationship between physicality and brain stimulation from Dr. John Ratey, one of the world’s foremost authorities on the brain-fitness connection, is revealed.
Challenges the notion of what beauty is by encouraging fitness enthusiasts to rebel against the shiny, happy selfie by posting images to the “Be More Human Experience” of themselves at their most depleted, raw, broken post-workout state. The rebellious social campaign will feature Reebok athletes and employees, with outstanding submissions rewarded with a #breakyourselfie photo essay depicting the story of the individual or group of friends.
The “Be More Human” campaign will officially kick-off with a TV advertisement on NBC on February 1, 2015.
Dove has been encouraging women to embrace their bodies and now they want women to love their hair. The brand is focusing their attention on girls and letting them know their curly hair isn’t something to be ashamed of. In their newest commercial, which has over 3 million Youtube views in the first four days, they focus on girls with curls.
The ad features daughters and mothers with curly hair. It’s a feel good spot that aims to encourage mothers and daughters to love their curly hair. The spot is one of many that has turned to focusing on the power of loving yourself as you are.
Dove encourages women to share their stories online and join the conversation with #LoveYourCurls.
Lead image via Youtube.
It’s common to see weight-loss companies ramp up their advertising and marketing around the first of the year. One of the most common New Year’s resolutions is diet and exercise. Weight Watchers released this video shortly before the new year and it’s gaining some buzz online. The video has over 2.25 million views on youtube and is all about the “butt”. You don’t need to be a fan of Weight Watchers but “My Butt” is a pretty solid ad. “Everyone has a butt. Any every butt has a story. This is one.”
Check it out. Conceptually strong and spot on.
This is My Butt – Weight Watchers Video
This Girl Can is described as “a national campaign developed by Sport England and a wide range of partnership organisations.” The campaign aims to celebrate women who are setting aside fear and self-doubt by “doing their thing”. The video has only been up a couple of days and it’s already closing in on one million Youtube views. Why? It feels authentic, real and in turn creating a buzz online.
It’s easy to give this video a pass and overlook some of the clichéd sayings like “sweat like a pig”. You’re not going to see models with rock hard physiques in this video and that’s the point. Not every one aspires to be on a cover of a magazine. This Girl Can offers a great reminder, “Fear of judgement is stopping many of us from taking part in exercise. But as thousands of women up and down the country are proving, it really doesn’t have to.”
The video is set to female rap artist, Missy Elliott’s “Get UR Freak On”. Elliott was noted for her weight-loss in 2014 and has an on-going battle Graves’ disease. The singer encouraged her 2.5 million twitter followers to check out the #thisgirlCan campaign.
This Girl Can:
I jiggle there for I am
Sweat like a pig, feeling like a fox
I kick balls, deal with it
Damn right I look hot
This Girl Can celebrates the women who are doing their thing no matter how they do it, how they look or even how sweaty they get. They’re here to inspire us to wiggle, jiggle, move and prove that judgement is a barrier that can be overcome.#thisgirlcan
**This post contains affiliate links and we will be compensated if you make a purchase after clicking on the links.
Reebok released a new commercial yesterday and it features a chicken. Not exactly the star athlete you might expect to appear in a running ad. The spot starts with a chicken breaking free from its cage (which resembles a prison cell) and going on the run. Despite the cliché chicken crossing the road part of the ad, it’s pretty amusing and held my attention throughout. It’s not often you find yourself watching an ad from start to finish, especially one that is over a minute long. The Reebok “Live Free Range” ad has only been up a day but more than 600,000 people have watched it.
Free Range celebrates the kind of fitness we believe in here at Reebok. Watch as our hero breaks free from a life of monotony in search of an inspiring, life-long approach to physical activity. Find out more at reebok.com/LFR or join the conversation with #LiveFreeRange.
NIKE Women has released a new video featuring Brasilian skateboarder Leticia Bufoni. She’s been with Nike for awhile but they haven’t utilized her much to date. It’s great to see Nike supporting women in sport and investing in talented athletes like Leticia. She has over half a million Facebook fans and 218,000 followers on Instagram.
For Leticia Bufoni, skateboarding wasn’t love at first sight. Rather, it was love at first touch.
“The first time I touched the board, I was like, ‘Wow, I want to skate, I want to skate every day,’” the Brasil native says.
And skate every day she did, although it wasn’t always easy to find the time.
“Every day my dad went to work, I took my board and went to skate,” Bufoni says. “But I made sure to be back home before he returned because he didn’t like skating at all, mostly because I was skating with boys.”
Nike Women: Brasilian Skateboarder Leticia Bufoni
While Bufoni’s persistence and dedication eventually convinced her father to let her skate, it was her victory in the first event she ever entered that convinced him she had talent.
This talent brought her to Southern California, the mecca of skateboarding. Since landing in the states in 2007, Bufoni’s career has taken off. She’s considered one of the leading faces of women’s skateboarding, and at 21 years of age, Bufoni is just getting started.
“I’m living my dream,” Bufoni says. “I’m skating every day. I’m traveling around the world and skating with friends I know from Brasil and the U.S. It’s just a dream.”
With the exception of the NTM x Jordan Sneaker Tight, the footwear and apparel featured on Bufoni are from the Nike Women’s Spring 2015 collection. Product from this collection will be available in select retailers and on nike.com beginning in January. The NTM x Jordan Sneaker Tight is available beginning Nov. 28.
Lead images via youtube.
It’s easy to come up with a million excuses to stay inside during the cold, winter months and not venture outside for a workout. In their newest ad Nike asks, “WHAT KIND OF WINTER WILL YOU CHOOSE?”
With falling temperatures and expected sub-freezing conditions on the horizon, it’s easy for some to sit back and let the weather dictate their workout. However, when equipped with the right baselayer it’s just another challenge to overcome. Athletes know that if they succumb to the elements, then someone else will take their spot.
When training in the winter months, athletes have a choice to make – take the easy road and sit it out on the sidelines, or stay in the game and take on the weather while using it to their advantage.
Nike’s latest cold weather campaign takes a playful approach to tackling the elements and “choosing your winter.” The film is the first in a multi-part series, debunking the myth that just because it’s cold outside, you have to stay inside. By wearing Nike Hyperwarm baselayer, Nike athletes can lock in their performance while simultaneously locking out the elements.
The initial film features football athletes Aaron Rodgers and Jordy Nelson, soccer players Clint Dempsey and Brad Evans, distance runner Mary Cain, figure skater Gracie Gold, snowboarder Johnnie Paxson and actor Chris O’Dowd as a weatherman.
Hockey’s Dion Phaneuf and Baseball star Yasiel Puig will also be featured later in the campaign.
What kind of winter will you choose?
news via nike
Hitting the gym is becoming quite the fashion statement as of late. That and wearing a pair of Beats By Dre headphones. In the a new commercial we see NFL Quarterback, Cam Newtown doing both. It’s the third commercial Beats has shown a professional athlete working out with their wireless headphones. Serena Williams was featured in September and followed by Lebron James last month.
Tough workouts are the key to Cam Newton’s performance. The wins and the losses inspire his passion. The praise and the scrutiny fuels his motivation. Cam carries all aspects of the game with him and takes them “Straight to the Gym.” Get a close-up look at his quest for greatness in the newest film in the Powerbeats2 Wireless series. – youtube
Give Up. That’s what they want you to do.
Stop. That’s what they want you to do.
You’re not the best. That’s what they say.
Come on, let’s be great.
During Game 1 of the World Series, Chevrolet aired a commercial featuring 13-year-old Mo’ne Davis. Earlier this year, she was featured on the cover of Sports Illustrated and captured the hearts of America after she became the first girl to pitch a shutout in the Little League World Series. You don’t have to be a sports fan to appreciate what she’s done and is doing to change the conversation of young women in sports.
I had the pleasure of meeting and chatting with Mo’ne earlier this month at the espnW Women in Sports Summit. She’s well-spoken, humble and you can tell she has a good head on her shoulders. She shared a bit about her appearance on The Tonight Show and how she got the hook up for mentioning her love for Lazaro’s pizza on air. It wasn’t something she planed but a nice gesture for just being herself on the show. I quickly realized everything she said was authentic and forgot she’s only 13-year old. Enough of my chit-chat with the super-star.
The Chevy spot was directed by Spike Lee and aired twice during the game. The script reads…
Dear United States of America,
I’m 13 years old.
This summer was the best summer of my young life.
Out of this whole journey, the best part was having my family behind me supporting me through everything I did.
I have a passion for sports.
Everyday of the week, I’m playing soccer, basketball or baseball.
I stand for girls who want to play sports with the boys and to be a role model for people, young and old.
I throw 70 miles per hour. That’s throwing like a girl.
Your Daughter – Mo’ne Davis
The spot ends with a screen that says, “Chevy celebrates Mo’ne Davis and those who remind us that anything is possible.” It’s a feel good commercial and you can help but be proud of her accomplishments. Does it make me want to run out and buy a chevy? No but I applaud them for featuring her in the spot.
In addition to the 60-second commercial, there’s a documentary that features Mo’Ne, her coach, family and friends. The documentary is great and worth watching despite running nearly 17 minutes long. You gain insight into her work ethic, her family, how she bumped Kobe Bryant for the cover of SI, tweets from the First Lady and more. My favorite part is when she’s asked what she does for fun. Answer? Sleep. HAHA.
ESPN’s Darren Rovell confirmed that her eligibility will not be compromised by the appearance. He writes, “Appearing in a commercial that aired during Game 1 of the World Series will not compromise the amateur status of Little League pitcher Mo’ne Davis should she choose to play college sports.”
BRAVO Mo’ne. Bravo! You’re definitely an inspiration to young and old of all genders.
T-Shirt company FCKH8.com is doing a great job of creating a conversation with their newest ad. The ad shows young girls dropping F-bombs “for feminism”. The ad was pulled from youtube citing “its content violated YouTube’s Terms of Service” but is on Vimeo and their website.
Little Girls Drop “F-Bombs for Feminism”
Video producer Mike Kon comments, “Some adults may be uncomfortable with how these little girls are using a bad word for a good cause. It is shocking what they are saying, but the real shock is that women are still paid less than men for the same work in 2014, not the use of the F-word. The big statistic that 1 out of 5 women are sexually assaulted or raped is something society seems to find less offensive than a little four letter word and we love how these girls draw attention to that imbalance.” He added, “Instead of washing these girls’ mouths out with soap, maybe society needs to clean up its act.”
It’s not the first time FCKH8 has tackled controversy. In September, they released “Hey White People: A Kinda Awkward Note to America by #Ferguson Kids”.
Quotes from “Pink Princesses Drop F-Bombs for Feminism”:
“Women make 23% less than men for the exact same f*cking work. I shouldn’t need a penis to get paid.”
“Stop focusing on the way I f*cking look and give me a book. My aspirations in life shouldn’t be worrying about the shape of my ass.”
“One out of five women will be sexually assaulted or raped by a man. Stop telling girls how to dress and start teaching boys not to f*cking rape.”
Brian Sweet posted on their Facebook page, “So proud of all those posting that if their own daughters spoke like this they would slap them silly. I’d rather every six-year-old swear like a sailor than have a single adult literally slap a child. No, I don’t really think children should use certain words; but some of you adults need to learn to use YOUR words, not your fists. Set a better example…for fuck’s sake.” Which received over 6,300 likes. As you can imagine many, MANY more comments are being posted and they aren’t all supportive of the ad.
What do you think? Join the conversation on our Facebook page.
Quotes provided by fckh8.
Swedish furniture retailer, IKEA is taking the kill people with kindness and flattery approach with their new “motivational mirror”. Their Youtube channel featured the video below with the message, “With well over two-thirds of Britons claiming image insecurity and self-doubt, IKEA have today announced the launch of the ‘Motivational Mirror’ – bestowing personalised compliments to provide the nation with a much needed morale boost.”
Who doesn’t enjoy a compliment?
According to IKEA, they discovered…
• 49% of Brits receive no compliments in an average week
• 43.6 million people in the UK are self-critical about their appearance
• 33% of the nation feel they look their worst before 9am on a Monday morning
• IKEA trials ‘Motivational Mirror’ to raise the nation’s egos
Myriam Ruffo, Head of Bedrooms and Bathrooms, IKEA UK & Ireland said:
“We all know how that first look in the bathroom or bedroom mirror can determine whether we have a good or bad day. That’s why we thought – wouldn’t it be great if the mirror actually told you something positive for a change!
“It’s often the small things that make the biggest difference – something that became evident in our recently published Life at Home report which studied how Britons feel in the morning. We believe that starting the day positively, by having a good night’s sleep, quality time with loved ones, or a boost to our self-esteem, will have knock-on effects that shape not only the mood of the individual, but that of the nation.”
Watch Serena Williams workout in this newest ad from Beats By Dre. The ad show the number one tennis player in the world working out in wireless headphones with the track “Black Unicorn” playing in the background. You don’t have to be a tennis fan to appreciate the hard work she puts in to build her hardbody. The Beats wireless headphones sound like a great idea, especially when you consider they’ll run you about $200 and tend to short out where the wire that connects to your device.
Serena Williams is the #1 female tennis player in the world. Watch her train as only she can in Powerbeats2 Wireless from Beats by Dre. Nothing Stops Serena.
Powerbeats2 Wireless combine the emotion of Beats and the power of wireless, to allow athletes to be free to train and play as hard as they can; however they want to. Nothing stops.
Beats by Dre Powerbeats2 Wireless Earphones: http://www.beatsbydre.com/earphone/be…
Track: Black Unicorn by 2 Chainz f. Chrisette Michele and Sunni Patterson
Screen captures from the video of Serena Williams for Dre Powerbeats2.
Brilliant. Bravo Under Armour.
Gisele Bündchen – I WILL WHAT I WANT
Gisele knows what it means to live under the microscope, amongst the noise of contradicting opinions. But will beats noise.
Watch Gisele face real-time commentary now at: http://iwillwhatiwant.com/gisele
Under Armour took the internet by storm with the launch of their new “I WILL WHAT I WANT” campaign. The first ad, featuring Misty Copeland, has 5.8 million views on Youtube and counting. The campaign was universally accepted by men and women of all ages. It’s encouraging. It’s empowering. A virtually unknown athlete was thrust into the limelight. It sparked discussion on a whether a dancer/ballerina was an athlete.
Under Armour is sure to spark more debate and be in the news this week once again. This morning a teaser video was posted on their official Youtube channel announcing they’ve signed Gisele Bündchen. Known usually as just “Gisele” the model and to sports fans as Mrs. Tom Brady. Tom Brady has endorsed UA since 2010 and now his wife will join the team.
Gisele certainly doesn’t need to rely on Tom for money. According to FORBES, the 34 year-old is the world’s highest-paid model (a title she’s held for 8 years in a row) making $47 million a year.
In a tweet this morning, Gisele shared she is “proud to join and celebrate strong women everywhere.” Hard to argue with that train of though regardless of if you’re a fan of hers or not, right?
— Gisele Bündchen (@giseleofficial) September 2, 2014
According to the announcement/teaser video we’ll find out on September 4th what UA has in store.
The announcement is already causing controversy on social media. Some are excited. Others not so much. Comments are coming in fast and furious on espnW’s Facebook page and as you might expect they vary from the positive to the not so encouraging.
“I think Gisele can do whatever she wants. I also think that if she’s active, in shape and living a healthy life – her participation past or present in athletics is irrelevant. There is a growing number of women that are participating in healthier lifestyles that were not athletes as young people and those of us that were athletes should stop making fun of them.”
“She does Kung Fu, yoga and lives a really active healthy outdoor lifestyle so I think it’s a good fit to grow UA’s women’s segment.”
“She may be a fashion model, but everyone who puts on under armor clothing is not an ‘athlete’. Aren’t we supposed to applaud all types of women? She is another type of woman. I don’t think her modeling UA would want me to buy it, but no reason to hate her or UA for this deal.”
“Gisele, the not athlete, will be a model for athletic clothing. Cause that makes sense”
“and the rich get richer! Why not use an unknown, someone we can relate to!”
“It’s about fashion now as opposed to sports. Guess I will no longer fit their clothing.”
“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.
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:
“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
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.com, facebook.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.
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.
Welcome to the grind. We’ve got work to do.
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?
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.
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.
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 showing off her guns before filming.
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.
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 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.
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.
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.
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.
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.
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.
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