Betting on Steph Curry

Under Armour is releasing an ad every time the NBA star hits a three-pointer. That's going to be a lot of ads.
By
April 21, 2016

Steph Curry of the NBA’s Golden State Warriors is very good at basketball. While helping his team to a record-breaking 73-9 season, he helped lead the score, shooting percentage and nearly doubled his own record for the most three-point shots made in a season. So creating a campaign that attempts to keep pace with the success would be madness, right?

Every time Curry hits a three-point shot during the playoffs, Under Armour and Droga5 are releasing a different three-second ad featuring Curry online. That’s giving the brand a lot of opportunities to show off his impressive shooting skills, make jokes at the expense of the three-second format, or even set up a running gag where he doesn’t seem to know what a brick is (brick is also basketball slang for a shot that bounces off the rim and misses, for the non-fans reading).

Some quick math: during the regular season, Curry hit 402 three-point shots, or roughly five for every game he played. If the Warriors sweep all their opponents in four games, that’s still 80 ads Under Armour is on the hook for, and as much as 140 if all their series go to seven games. Curry was out with an ankle injury for game two of the Warriors’ first round series with the Houston Rockets, and is currently questionable for game three, but considering he hit his five-shot benchmark in the first game (you can see the ads that came out of the performance below), Droga5 better be prepared for him to bounce back strong.

 

 

 

 

 

Credits:

Brand: Under Armour
Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Group Creative Director: Tim Gordon
Copywriter: Benjamin Bliss
Art Director: Evan Schultz:
Designer: Toga Cox:
Chief Creation Officer: Sally-Ann Dale
Head of Broadcast Production: Ben Davies
Executive Producer: David Cardinali
Associate Producer: Isabella Lebovitz
Head of Interactive Production: Niklas Lindstrom
Head of Art Production: Cliff Lewis
Global Chief Strategy Officer: Jonny Bauer
Group Strategy Director: Harry Roman
Strategy Director: Sam Matthews
Junior Strategist: Newman Granger
Head of Communications Strategy: Colleen Leddy
Senior Communications Strategist: Hillary Heath
Social Communications Strategist: Maureen O’Brien
Data Strategist: Anthony Khaykin
Group Account Director: : Julian Cheevers
Account Director: : Bola Adekoya
Account Supervisor: Lucy Santilli
Associate Account Manager: Scott Bubis
Senior Project Manager: Courtney Kosup
Project Manager: Connor Hall
Client:
CEO and Founder: Kevin Plank
Chief Marketing Officer : Kip Fulks
SVP, Global Brand Management: Adrienne Lofton
SVP, Global Communications: Diane Pelkey
VP, Global Creative: Brian Boring
VP, Global Consumer Engagement: Jim Mollica
Director, Global Marketing Operations—Process
& integration : Teresa Oles
Director, Global Basketball: Tai Foster
Production Company: O Positive
Director: Jim Jenkins
DOP: Roberto Schaefer
Executive Producer: Ralph Laucella:
Line Producer: Ken Licata
Editorial: Droga5 Studio
Editor: Matthew Badger:
Studio Coordinator: CJ Strahan
Post Production: The Mill
Executive Producer: Sean Costello
Senior Producer: Nick Strange Thye
2D Lead: Brandon Danowski
Colorist: Michael Rossiter
Color producer: Natalie Westerfield
Color Assistant: Evan Bauer
Sound: Heard City
Engineer: Jeremy Siegel
Executive Producer: Gloria Pitagorsky
Producer: Talia Rodgers