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Under Armour Has Gisele Bundchen Throwing Punches In New Commercial

September 5th, 2014 by RVNA Production Insurance

“Stick to modeling sweetie.”
“Gisele is soooo fake”
“Way too skinny”

These are just a few of the comments supermodel Gisele Bundchen has surrounding her as she works up a sweat in the latest spot for Under Armour’s campaign “I Will What I Want.” The “I Will What I Want” campaign previously featured other inspirational woman such as Misty Copeland.

The ad, by New York advertising agency Droga5, shows Bundchen working up a sweat as social media comments, both negative and positive are projected on the walls around her.

Gisele Bundchen I Will What I Want Under Armour

In addition to the ad, Under Armour and Droga5 developed an interactive digital site that streams real-time social commentary around the film.

John McKelvey, creative director at Droga5, spoke with Ad Age magazine in regards to the Under Armour campaign with Bundchen.

“All women face contradicting opinions and expectations,” said McKelvey. “Gisele’s profile means she lives under the microscope, amongst the noise of even more different opinions, praise and criticism. Gisele proves, through what appeared like an unlikely partnership, that she is a strong woman inside and out who uses her will and focus to tune out comments and will what she wants. Because will beats noise.”

Watch the ad below:

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