Aired pregame.
Trivia: First time advertising in Super Bowl, Under Armour pulled out all the stops and created an entire city in CGI, 46 graphics designers working at once to finish CGI for spot. Credits inside.

Athlete credit: segmented by sport. Winter/Outdoor Football Kimmie Meissner Eric Ogbogu Dash Longe Vernon Davis Jen Hudak Ray Lewis Lindsay Jacobellis Bob Sanders Patrick Kerney Running Eric Weddle Chris McCormack Brandon Jacobs Tom Zbikowski Tennis Todd Oudsema Baseball Alfonso Soriano Golf Garrett Atkins Hunter Mahan Jeff Samardzija Josh Vitters Soccer Billy Rowell Casey Zimny Michael Burgess Chris Marrero NASCAR Softball Carl Edwards Cat Osterman Lovie Jung Caitlin Lowe Creative credit: Spot created in-house by Under Armour. Producers: Ross Jones, Rip Lambert VP of Brand: Steve Battista Sr. Creative Director: Marcus Stephens Sr. Manager, Art Director: Nate Shriver Art Director - New Media: Brian Boring Art Director: Eric Clemmer Production Co: Backyard Productions Director: Ericson Core Executive Producer/Partner: Blair Stribley Executive Producer/Head of Production: Peter Steinzeig Producer: Karen Chen Director of Photography: Ericson Core Visual EFX: Asylum Editorial: Beast Editor: Igor Kovalik Sound Designer: Rob Sephton Music: Machine Head

Comments (8)

  • Plywood's picture
    Plywood

    Did they thaw out a client from the 90's to approve this?

    And then hire a creative team from the 80's?

    Ahhhh - I get it - they did it in house. That explains everything.

    Feb 04, 2008
  • Dabitch's picture
    Dabitch

    Don't forget to rate stuff, you'll affect which order the Superbowl pages serve the ads!

    Feb 04, 2008
  • aby90's picture
    aby90

    If you don't know what the product is already

    Feb 06, 2008
  • Dabitch's picture
    Dabitch

    Yes (to yeah, they'll download) - Frequently Asked Questions answers all sorts of Q's on how to upgrade and explains how to download (with QT pro, a download button appears as you watch the ad and you just click it to save the ad to your desktop).

    Jul 18, 2008

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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.