World’s Greatest Commercials of All Time #22: Under Armor strives for female empowerment with “I Will What I Want.”


We asked our readers to vote for their favorite ad of all time. Top creatives from the World Creative Rankings and The Drum’s Judges’ Club then rated the ads. Now we bring you the definitive 100 Best TV & Video Ads of All Time.

After conducting a survey of female consumers in 2016 and noting that their brand didn’t resonate well with them, athletic apparel brand Under Armor set out to create its most comprehensive and far-reaching women’s branding campaign to date. The campaign focused on the brand platform “I Will What I Want” and aimed to empower women to uncompromisingly pursue their dreams and ambitions.

Developed in collaboration with Droga5, the campaign launched globally with a video spot starring professional ballerina Misty Copeland. A young voice narrates a hypothetical rejection letter from a ballet academy that highlights the all-too-common reasons young girls are rejected and criticized in the industry – including lacking the “right body” and being “too old.” Against this background, Copeland is portrayed rejecting these stereotypes and criticism and courageously going her own way.

Model Gisele Bundchen also starred in the “I want what I want” campaign. At one point, Under Armor garnered online reactions to its announcement that the model would serve as a brand ambassador – and they weren’t all kind. The team collected these insults from online trolls and hurled them at Cuffs during a practice session; But instead of crushing her, the haters only fueled her passion.

Expanding on the idea, Droga5 tapped into VR and AR web development company Active Theory to create an immersive web experience that maps real-time user comments to Bummel’s training session.

The campaign, activated across video, digital, print and out-of-home, snagged the 2015 Cannes Cyber ​​Grand Prix.


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