Unforgettable Michael Phelps Under Armour Ad Up For Cannes Award

by Retta Race 9

June 25th, 2016 Lifestyle, News, Video

The unforgettable Under Armour ad featuring 22-time Olympic medalist Michael Phelps mesmerized athletes around the world as they watched the swimmer grind away in solitude.  Phelps’ ad was one of the company’s “Rule Yourself” campaign pieces, whose theme of “It’s what you do in the dark, that puts you in the light” was fittingly set against The Kills’ song ‘The Last Goodbye’.

Re-watch the arresting and haunting ad here:


As a tribute to how compelling the 90-second film is, one that’s more work of art than advertising, the film is in contention to win a Lions Award at this year’s Cannes Lions International Festival of Creativity. The Festival is an 8-day affair celebrating inspiration through branded communications.The Lions awards are ultimately determined from over 40,000 submissions in 23 categories.

Chief Creative Officer TedRoy of Droga5, the agency responsible for creating the ad, said Phelps’ production was ‘one of the most special pieces of work the agency has ever done. It was a passion project all the way through. It was one that everybody cared about.’

The ad was released in March, with Phelps in the midst of his Trials grind. Of the piece, Baltimore native Phelps said, “It really is who I am and what I do. I’m on top of every small thing. The small things end up making a big difference in the end.”

Phelps will be competing at the 2016 U.S. Olympic Trials in Omaha, which begin tomorrow, June 26th.

In This Story

Leave a Reply

9 Comment threads
0 Thread replies
Most reacted comment
Hottest comment thread
9 Comment authors
newest oldest most voted

Hope it wins, good recognition for the sport and Michael Phelps , I hope it is brought to the attention of the people just how truly great he is before he leaves. Great commercial.


The ad was so emotional, you could see the effort he was making, and his determination. Incredible, this is why he is the Greatest Athlete Of All Time.


Has it aired on commercial tv yet? It is certain to push interest in swimming to a level not seen before. That is if Phelps can deliver some gold in a dramatic fashion.

Want to take your swimfandom to the next level?

Subscribe to SwimSwam Magazine!