Under Armour continued its "Rule Yourself" ad spot - this time Cam Newton was the athlete they focused on.
The ad has the theme "Prince With 1,000 Enemies," shows the Carolina Panthers quarterback -- last season's league MVP -- standing alone in a misty field in the early morning. All of a sudden, he takes off running into a forest, where he rushes past and -- through -- trees in a fury of speed and footwork.
You watch Cam do all this while hearing a woman narrate a section of Watership Down, the 1972 novel by Richard Adams about a group of rabbits on the run, who are looking to make a new home but keep running into dangers. That woman is Cam's mother, Jackie Newton.
Under Armour executives met with Cam last March - a few weeks after the Super Bowl loss - about the ad idea.
“He was frustrated,” Adrienne Lofton, the company’s senior vice president for global brand management said. “Still angry with himself. Didn’t feel he took his teammates to that final victory they deserved. He was more focused, determined and willful than I have ever seen him.”
Immediately the mood changed, and Under Armour set out to capture “the feeling that it is sometimes to be Cam Newton,” Lofton said. “That comes with a lot of naysayers. Being challenged, being judged.”
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