Under Armour to Unveil ‘The New Prototype’ During First-Ever Super Bowl Commercial

Blogging the National Football League, Blogging the NFL

Along with enjoying the Super Bowl game each year, I have to admit I also look forward to checking out the commercials. I’m a commercial guy. I like ads. It’s all about making money. I get it. But the past couple years have been rather disappointing in this area. I found myself saying, “Is that the best they could do?”

One company that should help put an end to that during Super Bowl XLII is Under Armour. You’ve probably already seen “The New Prototype” teaser commercials with San Francisco 49ers TE Vernon Davis. “The New Prototype” is an all-purpose exercise shoe that’s due to hit stores May 3. The full-length, 60-second spot will make its debut during the Patriots/Giants game, striking a more serious tone as opposed to the typically humorous Super Bowl commercials. It’s built like a one-minute movie. And you can look forward to these highlights:

• Heavy on the CGI — “Under Armour City” is the setting from a CGI team that worked on the movies 300 and The Matrix. Nice.
• Features over 25 professional athletes from pro football, baseball, NASCAR, winter sports, tennis, softball and golf. Just as Under Armour appeals to all athletes, so does this commercial.
• Directed by Ericson Core of Invincible and The Fast and the Furious fame.

The commercial will refer viewers to a web site to pre-order the shoes and make recommendations on what model of shoe to choose based on an individual’s sport needs.

Under Armour continues down their road to total world domination because they’re simply good at what they do. They make top quality products that are built to last. Making a top-notch Super Bowl commercial just makes sense.