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Under Armour “Under Armour Phelps 90” 2016

Under Armour “Under Armour Phelps 90” (2016) is an Under Armour commercial directed by Martin de Thurah for Droga5. It won 6 awards, including D&AD 2016 Film Advertising Crafts: Direction for Film Advertising Yellow Pencil.

Michael Phelps trains relentlessly, pushing his body to its limits in the pool and gym, enduring pain and isolation, all to achieve greatness and rule himself.

Video: Under Armour Middle East on YouTube

Shot by shot

  1. A wide shot of a dark, still swimming pool with lane lines, as ripples appear on the water's surface, reflecting the surrounding structures.© Under Armour0:00
  2. A male swimmer's bare back is seen in a close-up shot as he sits in a cold plunge tub, with a thermometer visible on the tub's edge.© Under Armour0:26
  3. A muscular man with dark hair, seen from behind, hangs from the top of a futuristic, circular chamber with glowing blue lights inside.© Under Armour0:31
  4. A man in a dark tracksuit stands by a neglected swimming pool in a suburban backyard, viewed through a window.© Under Armour0:35
  5. An underwater shot shows a male swimmer in a white cap and green goggles swimming freestyle next to a yellow lane divider in a pool.© Under Armour0:38
  6. A male swimmer with a beard, wearing a white cap and goggles, swims in a pool, creating a splash, with stadium seating in the background.© Under Armour0:40
  7. A person's back is shown as another person applies cupping therapy with glass cups, in an interior setting.© Under Armour0:44
  8. A swimmer's foot pushes off a starting block, then splashes into the water of a swimming pool.© Under Armour0:47
  9. A male swimmer in a cap and briefs pushes off the wall underwater, creating splashes in a dark indoor pool.© Under Armour0:50
  10. A male athlete, Michael Phelps, hangs upside down on an inversion table, his face strained during a workout in a gym.© Under Armour0:55
  11. A man with a beard and short hair, wearing a grey t-shirt, runs with a determined expression in a gym.© Under Armour0:56
  12. A male swimmer with a black cap and goggles swims freestyle, creating bubbles in a blue pool with colorful lane lines.© Under Armour1:02

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

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

The idea

Show the unseen, grueling training behind Michael Phelps's success.

Tagline: “IT'S WHAT YOU DO IN THE DARK THAT PUTS YOU IN THE LIGHT. RULE YOURSELF. I WILL.”

athlete's journeygrueling training montagesolitary struggleovercoming adversitydark and moody aestheticflashbacks/flashforwards

The cut

Length
89 s
Shots
58
Average shot
1.5 s

What creatives use Under Armour “Under Armour Phelps 90” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Under Armour “Under Armour Phelps 90”? 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 wide shot of a dark, still swimming pool with lane lines, as ripples appear on the water's surface, reflecting the surrounding structures.© Under ArmourA male swimmer's bare back is seen in a close-up shot as he sits in a cold plunge tub, with a thermometer visible on the tub's edge.© Under ArmourA muscular man with dark hair, seen from behind, hangs from the top of a futuristic, circular chamber with glowing blue lights inside.© Under ArmourA man in a dark tracksuit stands by a neglected swimming pool in a suburban backyard, viewed through a window.© Under Armour
    Frames from Under Armour “Under Armour Phelps 90”

  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 “Under Armour Phelps 90” in order, with its length, framing and what happens in it.

    A wide shot of a dark, still swimming pool with lane lines, as ripples appear on the water's surface, reflecting the surrounding structures.© Under ArmourA male swimmer's bare back is seen in a close-up shot as he sits in a cold plunge tub, with a thermometer visible on the tub's edge.© Under ArmourA muscular man with dark hair, seen from behind, hangs from the top of a futuristic, circular chamber with glowing blue lights inside.© Under ArmourA man in a dark tracksuit stands by a neglected swimming pool in a suburban backyard, viewed through a window.© Under ArmourAn underwater shot shows a male swimmer in a white cap and green goggles swimming freestyle next to a yellow lane divider in a pool.© Under ArmourA male swimmer with a beard, wearing a white cap and goggles, swims in a pool, creating a splash, with stadium seating in the background.© Under Armour
    Length: 89 s · Shots: 58 · Average shot: 1.5 s

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

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

    Under Armour “Under Armour Phelps 90” is built on a athlete's journey. Search the library by idea to see every spot that uses it.

    Under Armour “Rule Yourself”© Under ArmourNike “Awaken Your Madness”© NikeCasablanca x New Balance “Casablanca x New Balance - Feat Coco Gauff”© Casablanca x New BalanceNbc “NBC Olympics - Shaun”© Nbc
    Under Armour · Nike · Casablanca x New Balance · Nbc

More commercials by Martin de Thurah

More from Droga5

Award-winning sport commercials

Questions

Who directed the Under Armour “Under Armour Phelps 90” commercial?

Martin de Thurah directed it, for the agency Droga5.

Which agency made Under Armour “Under Armour Phelps 90”?

Droga5 created it for Under Armour (2016).

What awards did Under Armour “Under Armour Phelps 90” win?

6 awards, including D&AD 2016 Film Advertising Crafts: Direction for Film Advertising Yellow Pencil, D&AD 2016 Film Advertising Crafts: Use of Music for Film Advertising Yellow Pencil, D&AD 2016 Yellow Pencil — Film Advertising Crafts / Direction for Film Advertising and D&AD 2016 Yellow Pencil — Film Advertising Crafts / Use of Music for Film Advertising.

What is the tagline of Under Armour “Under Armour Phelps 90”?

“IT'S WHAT YOU DO IN THE DARK THAT PUTS YOU IN THE LIGHT. RULE YOURSELF. I WILL.”

Sources for the credits and awards

dandad.org