Cannes Lions

THE NEW PROTOTYPE FOOTWEAR

BACKYARD, Los Angeles, Ca / UNDER ARMOUR / 2008

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Under Armour Inc., a brand born on the football field, used their first ever Super Bowl commercial to reveal the biggest new product in their thirteen year history, enlisting Venice-based Backyard director Ericson Core. A first quarter commercial break during Super Bowl XLII marked the first-time global audience viewing of The New Prototype – the future of performance trainers. The theme and epic cinematic feel of the commercial is in sharp contrast to the normally light-hearted Super Bowl advertisements.

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