Under Armour Commercial Analysis

This commercial can be found here.

A lot of sports equipment commercials attempt to emanate an aura of toughness, a marine-like, stone-faced seriousness that usually is unintentionally comedic. This Under Armour commercial is no exception to the rule.  Even while muscular football players strut around proclaiming "click-clack!" and behemoths of the gridiron heave training sleds all over the place, it is difficult for a person to place him or herself in these "Under Armour shoes" so to speak. Most people are not 250 pounds of sheer muscle, able to bench press twice their weight, and capable of running a 4.5 second forty-yard dash. If a spindly 120-lb 14-year-old is watching this commercial, he should be aware that in spite of the tough guy overtones, wearing Under Armour gear will not suddenly make him NFL eligible.

The lesson here is a rather simple one-try to make understated commercials. Nike has accomplished this with cooler, quieter, black and white affairs that are certainly more subtle than the chest thumping howls of Under Armour. In spite of the pumping testosterone that prevails throughout the commercial, it needs less muscle and perhaps a bit more brains.