Supermodel Gisele Bündchen has starred in an advert for clothing group Under Armour where she battered a punch bag while real online criticism of her appeared on the wall.
Bündchen, the firm’s first non-sports brand ambassador, violently sparred while text such as “She’s nothing special at all” appeared. Things took a turn for the better however, as the content became more positive during the model’s workout.
The one minute long ad, developed by creative agency Droga5, which was appointed last year to advertise the womens brand, as part of the ‘I Will What I Want’ campaign. The series of ads were designed to tell the stories of prominent women, starting with American ballet dancer Misty Copeland in July.
Additionally, the brand will advertise digitally with media partners Glamour, People, Refinery29, Well + Good and ESPN.
Leanne Fremar, senior vice president of Under Armour, said: “Most women at a certain point in their life encounter contradicting opinions, expectations, praise and criticism. Having lived her life in the public eye since she began modeling at 16, Gisele knows what it means to focus inward in order to beat the noise and achieve her own goals.
“Along with scaling to the heights of her profession as a model and a global fashion icon, she’s an incredibly athletic woman, dedicated to her practice of martial arts and yoga.”
On the ad, Bündchen said: “I’m so excited to be part of the Under Armour ‘I Will What I Want’ campaign. This incredibly inspirational initiative serves as a powerful reminder of all the amazing things women can do despite the pressures and criticisms we may encounter.
“Having the strength to tune out negativity and remain focused on what I want gives me the will and confidence to achieve my goals.”
The campaign is supported by the ‘I Will What I Want’ app, which will enable users to track their fitness on iOS devices.