Home » Under Armour ‘Rule Yourself’ Ad by Droga5 Wins at Cannes

Under Armour ‘Rule Yourself’ Ad by Droga5 Wins at Cannes

by | Jun 28, 2016

Under Armour’s “Rule Yourself: Michael Phelps” ad not only achieved recognition from professionals in the communications field but most recently during the 2016 Cannes Lions International Festival of Creativity where it won the Film Craft Grand Prix Award.

The Grand Prix Award represents the second-highest honor given at the festival and recognizes outstanding achievements of creativity in film crafting and execution including casting, animation, visual effects and more.

Under Armour released the Phelps spot in March as a part of the “Rule Yourself” campaign by agency Droga5 and led by Chief Creative Officer Ted Roy.

The minute-and-a-half short film opens with Phelps in a narrow pool surrounded by darkness and moves through many aspects of his grueling regimen both in and outside of the pool. Through its duration, the spot pays tribute to Phelps’ declaration that this will be his last Olympic pursuit, playing The Kills’ “The Last Goodbye.”

“Droga5 absolutely dominated the Film Craft Lions this year,” reported ADWEEK. “Along with the Grand Prix, the Phelps spot also won two golds and a silver in Film Craft (along with a gold in Film). The Hennessy spot (for Droga5 client Hennessy) picked up five golds in all. And Droga5’s Under Armour spot with the Team USA women’s gymnastics team won a gold and three silvers.”

About the Author

Jeffrey Davis

Jeffrey A. Davis, APR has more than 25 years of news media and national public relations experience and heads J. Davis Public Relations, LLC, a PR and social media consultancy. A three-time PRSA Maryland president, he serves as Maryland regional editor for the Capitol Communicator and is co-founder of Podville Media in D.C. where he co-hosted the "Practically Social" podcast. Jeff is the regional representative of the national Public Relations Consultants Group (PRCG). He began his career as a reporter at daily newspapers in Ohio, New Jersey and at the Capital Gazette in Annapolis.


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