Under Armour and two-time NBA MVP Stephen Curry kick off a new season, introduce a new shoe–the Curry 3–and remind the world that he still has everything left to prove. Droga5 New York launched a campaign that introduces the Curry 3; a centerpiece spot directed by Harmony Korine of MJZ tells the story of a reborn Curry who’s proud of his accomplishments but coming off last year’s disappointment in the NBA Finals. Now Curry is eager and motivated to write the next chapter in basketball history.
Titled “Make That Old,” the commercial is set in the Bay Area and features local athletes whose passion for basketball has been ignited by Curry. In the ad this legion of young, progressive basketball players lists the ups and downs that have marked Curry’s career, with each one urging him to “make that old.” With the utterance of each phrase, the players remind the viewer that for Curry, whether he’s celebrated as a global sport and cultural icon, or vilified for a heartbreaking loss, nothing in the past is as important as what is to come. For Curry and Under Armour, the message is that you can always find ways to rise above and get better.
In addition to the spot, the “Make That Old” campaign will also feature fresh digital content, such as Snapchat videos and a suite of social content. The brand will launch the full campaign through both traditional and digital channels; with YouTube, Snapchat and more playing pivotal roles in the distribution of the campaign message.
Credits
Client Under Armour Agency Droga5 New York David Droga, creative chairman; Ted Royer, chief creative officer; Tim Gordon, group creative director; Laurie Howell, Toby Treyer-Evans, sr. creatives; Sally-Ann Dale, chief creation officer; David Cardinali, executive producer; Jennifer Chen, sr. broadcast producer; Mike Ladman, Ryan Barkan, music supervisors; Niklas Lindstrom, head of interactive production; Jonny Bauer, global chief strategy officer. Production MJZ Harmony Korine, director; Arnaud Potier, DP; Kate Leahy, exec producer; Laurie Boccaccio, producer. Editorial Cartel Leo Scott, editor; Vanessa Yuille, assistant editor; Marc Altshuler, managing partner; Lauren Bleiweiss, exec producer; Cristina Matracia, producer. Postproduction Blacksmith Charlotte Arnold, exec producer; Megan Sweet, producer; Daniel Morris, VFX supervisor, lead 2D; Rich Lyons, Liz Lyons, Iwan Zwartz, 2D compositors. Color Company 3 Tom Poole, colorist; Clare Movshon, short form color producer. Music “Nobody Knows” written by Thomas Lee Barrett; performed by T.L. Barrett and the Youth for Christ Choir. Courtesy of Light in the Attic Records & amp: Distribution, LLC. Under exclusive license from The Numero Group. Audio Post Sonic Union Steve Rosen, mixer; Patrick Sullivan, producer. Sound Design Q Department
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
