Under Armour’s Post-Super Bowl Ad Offers Myths Building on Tom Brady’s Success

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A boy in the ad who claims Tom Brady makes Boston younger, Courtesy Under Armour/YouTube

If you were upset with the outcome of Super Bowl LI, you may not enjoy Under Armour’s new ad about the villain hero of the game.

As they awaited Tom Brady’s impending fifth Super Bowl win and fourth Super Bowl MVP award, the creative gurus at Under Armour headquarters in South Baltimore worked with Droga5 (per Adweek) to put together a TV spot thick with Boston accents and interviews with New Englanders touting the Patriots quarterback’s mythical accomplishments.

Brady has been one of the company’s star athletes since he signed with them in 2010. His most recently product line with the company includes high-tech pajamas.

“The Legend of Tom Brady” is a quick, but pointed ad. One Bostonian brags he saw Brady toss a football clear over the Boston Harbor. A bartender says every person — male and female – in nearby Dorchester “legally” has to be named either Tom or Brady. Here’s the spot in full:

If you doubted the legend last night, you weren’t alone. The Patriots won this year’s Super Bowl only by mounting a never-before-seen 25-point comeback to topple the Atlanta Falcons in overtime. Brady led his team to storm back in the second half after a lackluster showing in the first two quarters.

Even if a Super Bowl win for the Patriots doesn’t directly boost the Baltimore-based company, the extra exposure for one of their oldest athletes is a win of its own. Under Armour is coming off a rough week in which it announced an earnings miss and its chief financial officer’s departure and subsequently saw its stock price and credit ratings tumble. Heading into the NFL offseason, Brady’s Super Bowl win can hopefully boost their morale, if not their share value.

Ethan McLeod
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Ethan McLeod

Senior Editor at Baltimore Fishbowl
Ethan has been editing and reporting for Baltimore Fishbowl since fall of 2016. His previous stops include Fox 45, CQ Researcher and Connection Newspapers in Northern Virginia. His freelance writing has been featured in Baltimore City Paper, Leafly, DCist and BmoreArt, among other outlets. He enjoys basketball, humid Mid-Atlantic summers and story tips.
Ethan McLeod
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