If you want amazing advertising, you go to Droga5. They do incredible, incredible work and this piece for Under Armour is no exception. It tells the emotional story of someone we all know so well, Michael Phelps, as he prepares for what will be his last Olympic Games.
This is a sports ad unlike anything we’ve seen before. There are no heroic shots a la Rocky of someone triumphantly running up stairs or any sassy attitude like we’ve come to expect from the likes of Cristiano Ronaldo and Nike. Instead we see Michael Phelps looking almost haunted as he prepares for the task ahead. You begin to understand the weight of expectation on him as he tries to do the impossible – win further Olympic golds at the age of 30, which in the swimming world is pretty much over the hill.
This is one of the most poignant pieces of storytelling we’ve seen in an ad in a very long time. And it ends with a line all of us can gain something from: It’s what you do in the dark, that puts you in the light.