The festive offering from Under Armour, recently crowned Ad Age’s advertiser of the year for 2014, revolved around one of the greatest men in history who trains all year for just one big night – Armour Claus.
The campaign was based around a ‘Training All Year’ 30-second spot showing Armour Claus doing it all so he can deliver ‘when it matters most’.
The Baltimore-based brand’s holiday advertising, which promoted its ColdGear line of winter training apparel, was led by NFL hall-of-famer and former Dallas Cowboy Randy White.
The muscular White, who plays the role of the athletic-apparel and footwear-clad Claus in his own Under Armour Santa suit, has been in training all year for his big night.
‘All right team, let’s get shopping, says White while rolling out a list. ‘A lot of great athletes on the nice list this year.’
‘My man has been training,’ says a North Pole elf in the spot.
‘Every singe day. All year long. Ever since he signed that deal with Under Armour.’
The TV creative initially debuted during Monday Night Football and then rolled out across North America across broadcast, digital, mobile and social media channels throughout the holiday season.
It carried the hashtag #ArmourClaus and drove consumers to the UA winter range web retail platform (and gift guide) at https://www.underarmour.com/en-us/giftguide?cid=SM|YouTube|Brand|ecomm-o|H3|111714|
The campaign was co-branded with retail partner Dick’s Sporting Goods and positioned Under Armour as ‘the official brand of the North Pole’.
Comments
To be the official sponsor of Santa Claus is some claim.
Quite who the official rights owner of ‘The North Pole’ able to grant that package is we aren’t sure.
But we certainly enjoyed the comic campaign’s sense of seasonal fun.
Links
Under Armour YouTube
https://www.youtube.com/user/underarmour
Under Armour ColdGear Website
http://www.underarmour.co.uk/en/coldgear/
