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Under Armour “Prince With 1000 Enemies” 2017

Under Armour “Prince With 1000 Enemies” (2017) is an Under Armour commercial directed by Aoife McArdle for Droga5. It won one award: D&AD 2017 Wood Pencil — Film Advertising Crafts / Sound Design for Film Advertising.

A lone runner, pursued by unseen enemies, navigates a dark, misty forest, embodying resilience and the spirit of overcoming adversity.

Video: Aoife McArdle on Vimeo

Shot by shot

  1. A broken mirror lies on the ground, reflecting the sky and a bird flying by, surrounded by dark green foliage.© Under Armour0:30
  2. A male athlete in dark athletic wear runs through a dark, misty forest at night, dodging obstacles and moving quickly.© Under Armour0:43
  3. A male athlete in dark athletic wear runs through a misty, dark forest at night, with light shining through the trees.© Under Armour0:46
  4. A male athlete, silhouetted against a misty, dark forest, slowly rises and looks up, appearing determined.© Under Armour0:54

Stills © Under Armour. Made by Droga5 and Aoife McArdle.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

A dark, mythical chase through a forest, symbolizing inner strength.

Tagline: “IT COMES FROM BELOW”

hero's journeyman vs natureperilous journeyovercoming adversitymythological narrationdark fantasy aesthetic

The cut

Length
77 s
Shots
23
Average shot
3.3 s

What creatives use Under Armour “Prince With 1000 Enemies” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Under Armour “Prince With 1000 Enemies”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A broken mirror lies on the ground, reflecting the sky and a bird flying by, surrounded by dark green foliage.© Under ArmourA male athlete in dark athletic wear runs through a dark, misty forest at night, dodging obstacles and moving quickly.© Under ArmourA male athlete in dark athletic wear runs through a misty, dark forest at night, with light shining through the trees.© Under ArmourA male athlete, silhouetted against a misty, dark forest, slowly rises and looks up, appearing determined.© Under Armour
    Frames from Under Armour “Prince With 1000 Enemies”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Under Armour “Prince With 1000 Enemies” in order, with its length, framing and what happens in it.

    A broken mirror lies on the ground, reflecting the sky and a bird flying by, surrounded by dark green foliage.© Under ArmourA male athlete in dark athletic wear runs through a dark, misty forest at night, dodging obstacles and moving quickly.© Under ArmourA male athlete in dark athletic wear runs through a misty, dark forest at night, with light shining through the trees.© Under ArmourA male athlete, silhouetted against a misty, dark forest, slowly rises and looks up, appearing determined.© Under Armour
    Length: 77 s · Shots: 23 · Average shot: 3.3 s

  3. 03Ad ideas: every spot built on a hero's journey

    Before you present an idea, you need to know who has done it, and how.

    Under Armour “Prince With 1000 Enemies” is built on a hero's journey. Search the library by idea to see every spot that uses it.

    Aldi “Kevin the Carrot”© AldiChannel 4 “Meet the Superhumans”© Channel 4Philips Cinema TV “The Gift”© Philips Cinema TVEvian “Waterboy”© Evian
    Aldi · Channel 4 · Philips Cinema TV · Evian

More commercials by Aoife McArdle

More from Droga5

Award-winning sport commercials

Questions

Who directed the Under Armour “Prince With 1000 Enemies” commercial?

Aoife McArdle directed it, for the agency Droga5.

Which agency made Under Armour “Prince With 1000 Enemies”?

Droga5 created it for Under Armour (2017).

What awards did Under Armour “Prince With 1000 Enemies” win?

1 awards, including D&AD 2017 Wood Pencil — Film Advertising Crafts / Sound Design for Film Advertising.

What is the tagline of Under Armour “Prince With 1000 Enemies”?

“IT COMES FROM BELOW”

Sources for the credits and awards

dandad.orgLBB