The Under Armour Ballerina Ad Isn’t As Good As You Think – Expert Marketer Tim Burt Critiques

This advertisement for Under Armour is generating a lot of buzz. Here’s the ad:

13-year old Misty Copeland recites her rejection letter from a “ballet academy.”

  • She’s too old.
  • Misty has the wrong body type.
  • Clearly, she’s very muscular.

I’m sure for legal purposes she cannot disclose the “ballet academy” that told her to take a hike.

What’s Good About This Ad

It’s visually stunning.

It’s extremely inspirational to those little girls who want to be ballerinas.

It instills the “don’t give up” mentality.

It Misses The Mark Badly

Three areas where this ad falls completely flat.

1) Had they shown Misty performing in front of thousands on stage, that would have created a greater impact in the mind of the audience.

Dancing on stage in an empty  airplane hanger (??)  means absolutely nothing to those she’s trying to inspire.

But the bigger issues I have:

2) Watch the ad again. I see absolutely no benefit that Under Armour brings to her skills.

Does wearing Under Armour make her jump higher? Twirl faster? Make her stand on her toes longer? Probably not.

You could replace the Under Armour logo with Adidas, Nike, Reebok, etc. and still get the same results.

3) This ad is very reminiscent of Nike’s wildly successful “Just Do It” campaign from the late 1980’s.

Bo can do all that because he’s wearing Nike. Or so they would have you believe.

But as I’ve stated in my seminars, you cannot copy another advertising premise, and mold it to your own…which Under Armour slyly tries to do…and fails.

Tim Burt

About timburtmedia

30,000+ ads globally. Commercial Advertising Marketing - world-wide audio producer, voice-over talent, copywriter.
This entry was posted in Advertising, Advice, Commercial, Television, video and tagged , , , , , , , . Bookmark the permalink.

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