Under Armour's new ad featuring Gisele Bündchen does a fantastic job of highlighting the vicious scrutiny women face regarding their bodies and their choices.
In the clip, the world's highest paid supermodel stands alone in a room with a punching bag, looking tired and sweaty but also focused and committed.
As she kickboxes, real tweets about Gisele flash on the wall behind her. Many of them are critical of her appearance and profession.
- Gisele is just a model
- she's old
- way too skinny
And there are some compliments, too:
- OMG ... I love her
- she's perfect
Throughout it all, Gisele remains focused on the punching bag. Her workout gains momentum as she dives deeper into the zone, seeming to drown out the haters.
This follows on the heels of Under Armour's stunning viral video released last month, which featured American Ballet Theatre soloist Misty Copeland. The dancer first reads a letter aloud which tells her, at age 13, she has the "wrong body" for ballet. The clip then follows Misty as she turns and leaps alone across a stage, thwarting critics as she becomes a professional ballerina.
Baltimore-based Under Armour is obviously making women the focus of its 2014 strategy with this new campaign, which has also featured downhill skier Lindsay Vonn.
We're into it. Thumbs up, Under Armour!
Photo Credit: Shutterstock.com