El fin del comercial es promocionar la película y darle autenticidad a la experiencia de marca
Director Ridley Scott will release his film The Martian on October 2nd, 2015. Partnering with Droga5, WME and 3AM, they came up with an ad for Under Armour where Matt Damon who is the lead actor of the film-, appears training to be in his best shape and meet his goals as an astronaut. The video purpose is to promote the film and to add authenticity to the brand experience. Scott, aside from his filmic legacy, is also known for bringing creativity to movie marketing. For one of his previous films Prometheus, he included a slew of teasers that added depth to the story and introduced viewers to the movie’s android David, played by Michael Fassbender. The Under Armour ad shows Matt Damon in his role as astronaut Mark Watney, the leading character of Andy Weirs novel from which The Martian is based on. The film takes place in 2030, year when astronauts are as celebrated as top athletes. Watney is an astronaut in the Ares Program who is struggling to regain his career after being left behind by his colleagues on Mars. The spot ends with the tagline: Under Armour, Official Training Partner of the Ares Program. According to Droga5, the idea came about after it teamed with WME and 3AM to “create an idea that would be mutually beneficial to both clients.”
