Under Armour, het sportmerk van atleten, brengt een serie uit van commercials. Allereerst was daar die viral commercial met ballerina Misty Copeland, daarna kwam de commotie rondom Kevin Durant die Nike zou verwisselen voor Under Armour (waar miljoenen mee gemoeid waren) en nu brengt het de nieuwe ‘I WILL WHAT I WANT’ campagne uit met niemand minder dan topmodel Gisele Bündchen

“We wanted to show a new side of Gisele—the unguarded, raw, real and brave side that shows what it’s like living in the public eye,” zegt Droga5 creative director John McKelvey tegen Adweek. “To the world, most people have only seen her in a context of beauty and polish. But when we came to Gisele with the idea, she embraced the truth of the concept and its potential to be a positive message. The campaign shows all the contradicting opinions she is constantly exposed to and the focus and determination it takes to tune out the noise and will what she wants.”

Tags: Nike, Sports, Under Armour