Mass Appeal Launches ‘Charged By Belief’ for Under Armour

Mass Appeal recently launched a series of online ads for Under Armour, entitled “Charged By Belief” (also the name of a spot in Tight Shirt Production’s recent “Book of Will” effort for the brand).

Inspired by Golden State Warriors point guard (and Under Armour brand spokesperson) Stephen Curry, the series chronicles stories from the Bay Area of  “individuals and artists whose own drive and ambition has transformed their city.” Its initial effort follows the story of graphic designer Benny Gold. Gold began his career working for a series of design firms before deciding he was tired of working for other people and launching what eventually became a signature clothing brand with an international fanbase. Mass Appeal worked with production company Deacon and director Marcus A. Clarke on the series, which will see its second release this Friday and run for around six weeks. The initial effort, meanwhile, may run a little long (clocking in at almost four minutes) to appeal to anyone but diehard fans of Benny Gold and could have benefited from better establishing its connection to Curry and the Under Armour brand.


Agency: Mass Appeal
CEO: Peter Bittenbender
CD: Alma Geddy-Romero
Account Director: Jon Colclough

Production Company: Decon
Director: Marcus A. Clarke
Executive Producer: Misha Louy
Line Producer: Ron Marrazzo
Director of Photography: Ricardo Sarmiento
Production Manager: Molly Salz

Editorial Company: Mass Appeal/Decon
Editor: Ryosuke Tanzawa/Nick Briggs
Producer: M. Shane Dolly

Colorist: Alex Berman


Mix Company: Sound Lounge
Mixer: Justin Kooy

Composers: Lyrics Born/HBK

Tight Shirt Production Launches ‘Book of Will’ for Under Armour

Production company Tight Shirt Production Films has launched a new campaign for Under Armour, entitled “Book of Will,” an effort the brand claims is its largest advertising push to date.

NOTE: AOR Droga5 played no role in this campaign.

The campaign, which launches with a couple of ads featuring actor Jamie Foxx, really is an ambitious effort. In “Charged By Belief,” Foxx quotes William Shakespeare‘s famous “All the world’s a stage” line from As You Like It before saying “But Mr. Shakespeare never met Stephen Curry.” Propelled by a mix of in-game and on-set footage of Stephen Curry (who Adweek recently declared “the NBA’s New Marketing Megastar”) and a solid soundtrack in Run The Jewels’ “Close Your Eyes,” Foxx champions Curry’s rise from unheralded high school player to NBA phenom, saying, “You’ve got to find the person with the new story to tell.” The spot introduces Under Armour’s Curry One sneaker, as well as the “Book of Will” campaign and its larger-than-life approach.

Another spot, “Erase All Doubt” seeks to inspire by re-imagining a quote from Aristotle. Foxx waxes philosophical about what it takes to achieve excellence and persevere through hard times, concluding that “The excellent ones just step up to the line and ask, ‘What’s the record?’”

Droga5 made waves with its advertising for Under Armour in 2014, winning praise for its “I Will What I Want” campaign, which featured some unexpected celebrity endorsement choices such as Misty Copeland and Gisele Bündchen. But “Book of Will” ushers in a new era for the rapidly growing brand, and while the choice of Stephen Curry in “Charged By Belief” is a nod to the brand’s past, Under Armour and Tight Shirt seem to be looking toward an ambitious future with the new campaign.

While Jamie Foxx is a newcomer to Under Armour’s advertising efforts, he’s no stranger to the brand. Foxx wore Under Armour uniforms in the 1999 Oliver Stone football flick Any Given Sunday, which Under Armour Senior VP, Creative Steve Battista described as “…so pivotal to our growth.” Foxx doesn’t only appear in the ads, but, according to Battista, had an important role in the creative process, helping to write the ads as a “creative partner.”

“We’ve never had a non-athlete in one of our campaigns to such an extent,” Battista told AdAge. “But it felt like this just wasn’t hiring a face. [Mr. Foxx is] a friend of the brand who was also coming on as a creative partner.”

American Advertising Awards Announces Judging Panel Selections

American Advertising AwardsThe American Advertising Federation has announced the judging panel for their 2014 American Advertising Awards, “the largest competition honoring excellence in advertising creativity.” Judges will review nearly 1,500 entries from all over the country in Washington, D.C. on April 25 and 26, choosing from finalists who have already won in 15 district-level competitions. Remote judging will be  supervised by Mark Landon, president of the Landon Agency in Los Angeles, and Kirk Kirkpatrick, group creative director at Trozzolo Communications Group in Overland Park, Kansas City. Winners will be honored at the American Advertising Awards ceremony on May 31st, during the final day of ADMERICA 2014, the AAF’s annual national conference. Keep reading following the break for the list of judges. continued…

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Goodby Silverstein & Partners Ring in Holiday Season with ‘Jingle Hoops’ for NBA

Last year, Goodby Silverstein & Partners celebrated the holidays with their “BIG: Color” spot for the NBA, which they sometimes refer to as “Carol of the Balls” (sounds a bit gross to me.) Following on the success of that spot, the agency has put together another NBA Christmas carol for hoops fans, this time taking on the ubiquitous Christmas song known variously as “Jingle Bells” and “One-Horse Open Sleigh.”

The spot, “Jingle Hoops,” (the folks over at Goodby are undoubtedly referring to it as “Jingle Balls”) features five of today’s biggest NBA stars – Derrick RoseKevin DurantStephen CurryJames HardenSteve Nash and LeBron James – wearing Special Edition Christmas Day Uniforms and shooting hoops rigged with jingle bells, to a certain famous Christmas tune. Since the song normally ends with a shout of “Hey,” they had LeBron finish things out with an enthusiastic dunk. It’s a simple idea, well executed (personally I think they did a better job than with “Carol of the Bells” last year), that I imagine most NBA fans can appreciate.

Personally, I think it’s a bit early for Christmas/holiday stuff (Can we please wait until Thanksgiving?), but that’s a losing argument since the entire world has decided that November 1st (and sometimes earlier) is the proper time to start the winter holiday onslaught. Given that, the song choice is kind of appropriate, since “One-Horse Open Sleigh” was originally composed for Thanksgiving.

The Special Edition Christmas Day Uniforms are part of the Adidas Winter Court collection and will be worn by NBA players exclusively during Christmas Day games. Interested parties can purchase the uniforms online at the NBA store. Credits after the jump. continued…

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NBA Stars Play ‘Jingle Bells’ With the Most Festive 3-Point Shooting Ever

NBA stars are a festive bunch, with great timing to boot. They need both in the league's holiday campaigns. Last year, Dwyane Wade, Carmelo Anthony, Dwight Howard, Russell Westbrook and Joe Johnson impressively played the popular Christmas song "Carol of the Bells" just by bouncing basketballs (in a spot that soared to more than 8 million views). Now, here's the sequel—also from GS&P.

It stars Kevin Durant, Derrick Rose, James Harden, Steve Nash and Stephen Curry shooting three-pointers at nets outfitted with Christmas bells—producing an even more impressive musical performance, this time of "Jingle Bells." LeBron James punctuates the song with a dunk at the end, then asks, "Please tell me the camera was on." It's a perfect spot.

Like last year's spot, this one promotes special-edition uniforms, available for sale, that 10 teams will wear on their Christmas Day games this year.

See a making-of video, plus credits, below.

Client: NBA
Spot: "Jingle Hoops"

Agency: Goodby, Silverstein & Partners
Executive Creative Director: Jeff Goodby
Creative Directors: Nick Klinkert, Adam Reeves
Associate Creative Director, Copywriter: Rus Chao
Associate Creative Director, Art Director: Kevin Koller
Producer: Benton Roman
Executive Producer: Tod Puckett
Director of Broadcast Production: Cindy Fluitt
Account Directors: Jason Bedecarre, Janice McManemy
Account Manager: Heather Morba
Senior Business Affairs Manager: Julie Petruzzo

Production Company: O Positive
Director: Jonathan Klein
Executive Producer: Ralph Laucella
Line Producer: Angie Revell
Director of Photography: Eric Steelberg

Editing: Final Cut
Editor: Matt Murphy
Assistant Editors: Tara Wall, Nate Connella
Producer: Suzy Ramirez
Executive Producer: Saima Awan

Visual Effects: Moving Picture Company
Visual Effects Supervisor, 2-D Lead: Jake Montgomery
Nuke: Brendan Smith, Will Voss
Shoot Supervisor: Eric Pascarelli
Design, Animation: Casey McIntyre
Senior Producer: Juliet Tierney
Executive Producer: Asher Edwards

Title Graphics: eLevel
Creative Director: Brady Baltezore
2-D Artist: Chris Carmichael

Sound Design: Barking Owl
Creative Director: Kelly Bayett
Sound Designer: Michael Anastasi
Producer: Whitney Fromholtz

Mix: Barking Owl
Audio Engineer: Brock Babcock

And here is last year's spot:


Stephen Curry Bests James Harden with Soulful Diss Track for Foot Locker

Here’s an update on the James Harden/Stephen Curry commercial-pretending-to-be-a-music-video we covered last week: while Harden may have uncorked his vocal cords first, Curry is back with an unsavory r&b diss track that has more blues than rhythm. Foot Locker and BBDO New York seem to be having some fun with this one, right down to the purposefully low-budget video effects. I’m not sure whose voice is worse, but both of them are really, really bad singers, and that makes this campaign all the better. A little tea with honey for next time, guys? Anyway, grab some earplugs and listen up.

Credits after the jump.


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James Harden Can Act for Foot Locker, But He Definitely Can’t Sing

Not only should you fear James Harden‘s beard, but now you should fear his voice, too. There’s a long history of athletes who want to be rappers/singers, and that history stars and ends with this awesomely terrible Deion Sanders single from 1994. Luckily, Harden’s leap into the music industry is all in good fun on behalf of Foot Locker. BBDO New York has been pumping out quality NBA-related spots for the brand in the past, and “Harden Soul” is no different. It’s crisp, funny, and capable of appreciating the offbeat moment of humor.

Basketball fans may also recognize sharpshooter Stephen Curry as the voice of reason, begging Harden to give up the strain on his vocal cords. But, as Harden says, “I just had the best year of my career, I gotta keep things fresh.” For those interested in things that are kept extra fresh, Foot Locker also released a full version of “Harden Soul” on Youtube (you can listen after the jump). Watch out for the lyrical genius of lines like, “I wear my shirt open/so you see my chest…I keep my stock open/so you can invest.” Almost worthy of a Grammy.

Credits after the jump.


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