Dwayne Johnson's new ad agency debuts its first campaign (and yes, he's in it)
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Dwayne Johnson is serious. It shows in the sweat on his brow, the throbbing of his veins and and the intensity in his eyes when he hits the gym in a pair of new videos promoting Project Rock, his brand tie-up with Under Armour.
The work is the first campaign to come out of Seven Bucks Creative, the advertising agency that Johsnon and his business partner Dany Garcia founded in September.
Themed “Build the Belief,” the effort comprises footage of Johnson and others in the throes of real, grueling workouts. The lead video includes a voiceover by Johnson recounting the work and perseverance that took him from just seven dollars in his pocket to his success today. “When your back is up against the wall,” he says, “the only way out is to put the work in.”
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