I am a total sucker for Under Armour’s recent ads. The company has recently emphasized the power of women not typically considered “athletes” (their last commercial showed underdog ballerina Misty Copeland sticking it to her critics), and now Gisele Bündchen has literally entered the ring in a video which shows her kickboxing underneath projections of actual comments made about her online.
Given the cacophony of voices determined to define women on the Internet right now, seeing Bündchen sweat it out is definitely cathartic–if you’d like more of the same, you can check out a sub-site with more clips. Says the model of the campaign’s message,
This incredibly inspirational initiative serves as a powerful reminder of all the amazing things women can do despite the pressures and criticisms we may encounter [...] Having the strength to tune out negativity and remain focused on what I want gives me the will and confidence to achieve my goals.
I don’t think I’ve fallen this shamelessly for an ad since Sarah McLachlan’s dog commercial. Good on ya, Under Armour. I’ll think of you for all my sweaty blogger needs.
[Edit: Ok, they don’t sell deodorant but workout clothes. Carolyn’s puns stand.]