Under Armour’s Michael Phelps Ad Getting Buzz in Cannes

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Michael Phelps at Baltimore Local PoolMichael Phelps may get to the podium before Rio.

In one of the most Baltimore things this year, the Baltimore-born swimming legend teamed up with Baltimore-based Under Armour for a high profile ad campaign. The “Rule Yourself” campaign shows the less glamorous pieces of Phelps’ training regimen, including the early morning dips in cold water.

It was a hit with Phelps and his fiancée when they visited UA headquarters for a first viewing and the ad industry is also taking note. This week in Cannes, creator Droga5 is up for a  Film Lions Award at the Cannes Lions International Festival of Creativity, Adweek reports.

In talking with Phelps and Droga5, Adweek also learned that the ad was supposed to have a lot more words. In this case, the vivid pictures were enough.

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