US – Sportswear brand Under Armour’s new campaign video stars model Gisele Bündchen hitting a punch bag while real-time negative comments made on social media are digitally displayed.
Sweating, aggressive and physically fit is not how we normally see the world’s highest-paid supermodel, who is also a Victoria’s Secret model and cover star on magazines such as Vogue and Porter.
In the Under Armour ad, Bündchen displays her resilience to the intense public scrutiny she faces on a daily basis. While impressively working out with a punch bag, real tweets are projected on the wall around her. Online, the interactive video invites viewers to click on the screen, pause the footage and explore more of the negative (red) and positive (blue) real-time comments.
The video is part of the brand’s I Will What I Want campaign, previously covered by LS:N Global. The campaign profiles prominent sportswomen and dancers such as Misty Copeland displaying their talent while reflecting on the difficulties they have overcome to achieve their success.
Bündchen’s physicality, strength and resolve result in an empowering brand message. For more examples of the changing representations of women, read our Sexy Sweat microtrend and our Athena Woman Tribes report.