"The Only Way Is Through"

9 November 2021

86s

Great expectations.

This Under Armour commercial is a useful calling card for director Amara Abbas, who demonstrates a strong eye for sport. Her subjects are Paralympic gold medallist Fleur Jong, Germany international Laura Freigang, and musician Lary Poppins - three women who push both mind and body to their limits.

The former must deal with misconceptions ("People assume because of my blades I'm faster and I jump further") and contempt ("Nobody wants to see women play football"), while the latter must rise to each and every challenge in training. Thanks to Abbas's empathy and measured visuals, the brand's support for the trio and others like them shines through.

UK

Sportswear