Under Armour has chosen its star brand ambassador, The Rock, to drive forward a new ad campaign for its smart fitness technology.
Aside from a few striking images featuring Under Armour apparel, Dwayne 'The Rock' Johnson, has popped up relatively little in Baltimore-based company’s campaigns since agreeing terms for a long-term partnership in January.
Now Under Armour has employed the 43 year-old’s distinctive vocal prowess for a new 60-second ad which promotes the brand’s HealthBox digital fitness products.
Teaming up once again with New York-based ad agency Droga5 the 'One Push' ad illustrates the impact which technology has had on every facet of modern day society.
The Rock narrates the ad which sweeps through busy streets flourishing with examples of how one push of a button can impact on peoples’ lives in numerous ways such as going on a date, ordering food or having someone walk your dog.
The concept culminates with a runner using Under Armour’s HealthBox wristband as he runs down a quiet street. As well as being the first ad to feature The Rock it is also Under Armour’s first ad for the HealthBox wristband which was introduced earlier this year. The system was created specifically to “measure, monitor and manage the factors that determine how you feel" is expected to be an increasingly significant focus for the brand in the future.
In addition to featuring in more connected fitness promotions Johnson will continue to work with Under Armour to create co-branded products tied to his film roles.