Hasta La Creative!

It’s not enough to be physically fit these days, if you’re a celebrity — you have to have a thick skin too.

Supermodel Gisele Bundchen demonstrates she has that as well as a solid kick in this new spot for Under Armour. The ad, by Droga5, shows Ms. Bundchen aggressively working up a sweat while social media comments about her are projected onto the walls. Some are positive — “OMG I love her” — but others are bitchy and negative, such as “She’s old,” or “Stick to modeling.” There’s even reference to her marriage to Tom Brady.

The spot is the latest in the brand’s “I Will What I Want” campaign, which has previously featured inspirational women such as ballet dancer Misty Copeland. Under Armour and Droga5 have also developed an interactive digital experience around the spot, which will stream real-time social commentary about Ms. Bundchen around the film.

Continue reading at AdAge.com