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Under Armour “Rule Yourself” 2017

Under Armour “Rule Yourself” (2017) is an Under Armour commercial directed by Martin de Thurah for Droga5, produced by Epoch Films. It won 5 awards, including Cannes Lions 2016 Film Craft Bronze, One Show 2016 Bronze Pencil — Film and AICP Show 2016 Honoree Visual Effects.

This ad showcases elite athletes like Stephen Curry and Jordan Spieth, multiplied into an army of clones, relentlessly training to emphasize that greatness is earned through dedication and self-discipline.

Video: Under Armour on YouTube

Shot by shot

  1. A determined female athlete with dark hair and a serious expression looks directly at the camera, outdoors at dusk.© Under Armour0:00
  2. A ballerina's feet in worn pointe shoes stand on a white floor, showcasing dedication and hard work.© Under Armour0:04
  3. A determined female athlete with sweat on her face is seen in a medium closeup, eyes closed, as she lifts her arm in a bright, minimalist studio.© Under Armour0:11
  4. A basketball player in blue and yellow shorts with an Under Armour logo dribbles a basketball on a court, with other players blurred in the background.© Under Armour0:14
  5. A group of male basketball players in blue and black uniforms dribble basketballs in unison on a concrete court under a bright sky.© Under Armour0:19
  6. A top-down view shows many female gymnasts in black leotards performing synchronized movements on a light blue floor with shadows.© Under Armour0:27
  7. Silhouetted athletes are blurred against a bright sky, with lens flare visible, as they train outdoors.© Under Armour0:32
  8. Hundreds of male golfers in blue shirts and white pants swing golf clubs in unison on a vast green golf course under a clear sky.© Under Armour0:34
  9. Hundreds of identical Stephen Curry clones in basketball uniforms dribble basketballs in unison on an endless outdoor court in a desert landscape.© Under Armour0:40
  10. Dozens of identical Stephen Curry clones in Under Armour gear dribble basketballs in unison on an outdoor court under a cloudy sky.© Under Armour0:45
  11. A blurry shot of a female ballet dancer's legs and feet in pointe shoes, standing on a light-colored floor.© Under Armour0:48
  12. A female athlete in a black tank top looks up at the camera, with other athletes blurred behind her, outdoors by water at sunset.© Under Armour0:51

Stills © Under Armour. Made by Droga5, Epoch Films and Martin de Thurah.

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

The idea

An army of clones of elite athletes training relentlessly to show dedication.

Tagline: “RULE YOURSELF”

athlete training montageclones/multiplicationrelentless pursuit of excellencesweat and efforticonic athletesminimalist, vast landscapes

The cut

Length
65 s
Shots
45
Average shot
1.4 s

What creatives use Under Armour “Rule Yourself” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Under Armour “Rule Yourself”? 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 determined female athlete with dark hair and a serious expression looks directly at the camera, outdoors at dusk.© Under ArmourA ballerina's feet in worn pointe shoes stand on a white floor, showcasing dedication and hard work.© Under ArmourA determined female athlete with sweat on her face is seen in a medium closeup, eyes closed, as she lifts her arm in a bright, minimalist studio.© Under ArmourA group of male basketball players in blue and black uniforms dribble basketballs in unison on a concrete court under a bright sky.© Under Armour
    Frames from Under Armour “Rule Yourself”

  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 “Rule Yourself” in order, with its length, framing and what happens in it.

    A determined female athlete with dark hair and a serious expression looks directly at the camera, outdoors at dusk.© Under ArmourA ballerina's feet in worn pointe shoes stand on a white floor, showcasing dedication and hard work.© Under ArmourA determined female athlete with sweat on her face is seen in a medium closeup, eyes closed, as she lifts her arm in a bright, minimalist studio.© Under ArmourA group of male basketball players in blue and black uniforms dribble basketballs in unison on a concrete court under a bright sky.© Under ArmourA top-down view shows many female gymnasts in black leotards performing synchronized movements on a light blue floor with shadows.© Under ArmourSilhouetted athletes are blurred against a bright sky, with lens flare visible, as they train outdoors.© Under Armour
    Length: 65 s · Shots: 45 · Average shot: 1.4 s

  3. 03Ad ideas: every spot built on a athlete training montage

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

    Under Armour “Rule Yourself” is built on a athlete training montage. Search the library by idea to see every spot that uses it.

    Gatorade “Heroes”© GatoradeCANAL+ “The Beauty of Sport”© CANAL+Under Armour APAC “Commit (Superbon)”© Under Armour APACSEAT “Seat - Cupra”© SEAT
    Gatorade · CANAL+ · Under Armour APAC · SEAT

More commercials by Martin de Thurah

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Award-winning sport commercials

Questions

Who directed the Under Armour “Rule Yourself” commercial?

Martin de Thurah directed it, produced by Epoch Films, for the agency Droga5.

Which agency made Under Armour “Rule Yourself”?

Droga5 created it for Under Armour (2017).

What awards did Under Armour “Rule Yourself” win?

5 awards, including Cannes Lions 2016 Film Craft Bronze, One Show 2016 Bronze Pencil — Film, AICP Show 2016 Honoree Visual Effects and AICP Show 2017 Honoree Cinematography.

What is the tagline of Under Armour “Rule Yourself”?

“RULE YOURSELF”

Sources for the credits and awards

aicpawards.comaicpawards.comThe WorkThe Workoneclub.orgoneclub.orgoneclub.orgoneclub.orgLBB

Under Armour “Rule Yourself” (2017) Commercial by Martin de Thurah: Credits, Awards & Stills