Under Armour's Inspiring Commercial: "Will Finds A Way" (2018)
In 2018, Under Armour unveiled a powerful commercial titled "Will Finds A Way," which quickly became a fan favorite and a testament to the brand's commitment to inspiring athletes worldwide. This article delves into the details of this captivating ad, its message, and the impact it had on viewers.
The Concept Behind "Will Finds A Way"
"Will Finds A Way" is a masterclass in storytelling, weaving together the narratives of several athletes facing adversity. The commercial opens with the words, "There will be times when you won't think you can go on, but remember this: Will finds a way," setting the stage for an emotional journey.
Meet the Athletes
The commercial features a diverse cast of athletes, including ballerina Misty Copeland, snowboarder Lindsey Jacobellis, and Paralympic sprinter Blake Leeper. Each athlete's story is a testament to their resilience and determination in the face of challenges.
- Misty Copeland, the first African American principal dancer at the American Ballet Theatre, shares her journey of overcoming racism and self-doubt.
- Lindsey Jacobellis, a snowboarder who has won 10 Winter X Games gold medals, reflects on her career-ending crash and subsequent comeback.
- Blake Leeper, a double amputee, speaks about his struggle to compete against able-bodied runners and his eventual triumph at the Paralympics.
The Power of Perseverance
The central theme of "Will Finds A Way" is perseverance. Each athlete's story underscores the power of determination, resilience, and the unyielding spirit that drives them to succeed despite the odds. The commercial serves as a reminder that success is not about being the strongest or the fastest; it's about finding a way to overcome obstacles.
The Impact of "Will Finds A Way"
The commercial resonated with viewers, inspiring them with its raw, emotional storytelling. It was praised for its authenticity and for highlighting the struggles and triumphs of real athletes. "Will Finds A Way" also received critical acclaim, winning a Bronze Lion at the Cannes Lions International Festival of Creativity.
Under Armour's Marketing Strategy
Under Armour's marketing strategy has always been centered around empowering athletes and promoting a growth mindset. "Will Finds A Way" is a prime example of this strategy, using real-life stories to connect with consumers on an emotional level. The commercial was part of Under Armour's larger "Rule Yourself" campaign, which encourages athletes to focus on their personal growth and improvement.
The Music and Visuals
The commercial's powerful narrative is further amplified by its music and visuals. The haunting melody of "I Was Meant For You" by The xx serves as the perfect backdrop for the athletes' stories. The visuals, meanwhile, are gritty and realistic, capturing the raw emotion and physicality of each athlete's journey.
| Athlete | Sport | Achievements |
|---|---|---|
| Misty Copeland | Ballet | First African American principal dancer at ABT, author, and advocate for diversity in ballet |
| Lindsey Jacobellis | Snowboarding | 10 Winter X Games gold medals, 2 Olympic silver medals |
| Blake Leeper | Track and Field | Paralympic gold medalist, world record holder in the 400m and 4x100m relay |
In conclusion, Under Armour's "Will Finds A Way" commercial is more than just an ad; it's a testament to the human spirit. It serves as a reminder that success is not about being the best, but about finding a way to overcome challenges and grow as an individual. The commercial's powerful narrative, coupled with its authentic storytelling and inspiring cast, has left a lasting impact on viewers and solidified Under Armour's position as a brand that truly understands and empowers athletes.
