Celebrating 20 years of the iconic Protect This House campaign, sportswear brand Under Armour has collaborated with agency Supervillain and hybrid production studio Even/Odd. The new campaign features Minnesota Vikings wide receiver Justin Jefferson and award-winning record producer London on da Track.
The spot, directed by Even/Odd Founder/Director Mohammad Gorjestani, showcases Justin Jefferson and his 7-on-7 football team Nola Hotboy$ along with producer London On Da Track in an invigorating in-studio and on-the-field-shot setting. The campaign aims to pass the torch of “Protect This House” to a new generation, symbolized by Jefferson and his community-focused approach.
STAY INFORMED! GET INSPIRED!
Subscribe to our FREE weekly elert and get the latest news from advertising, entertainment, production and post-production!
Gorjestani explains, “All of the ideas that became scenes and visuals were rooted in your community being the ‘House’ you represent and protect.” The narrative of the campaign draws from Gorjestani’s own background in sports, contrasting the original “Protect This House” era with the current generation of varsity players and coaches. Watch below:
REELated:
Supervillain Founder/CEO Nam Nguyen emphasizes the ideal fit of Jefferson and NOLA Hotboy$ along with London on Da Track for the latest version of “Protect This House.” The campaign’s evolution began in April 2023, and the shoot took place in the summer.
Nguyen notes, “The clear choice to us was London On Da Track. He’s already one of the industry’s most legendary producers, has a deep connection to the South, and not only knows the sound of New Orleans but the spirit of football.”
This collaboration between Supervillain and Even/Odd marks their first project together. Nguyen expresses his trust in Gorjestani and Even/Odd, stating, “This was a ‘one team’ approach from our clients, talent, and Even/Odd, and I think you can really see that energy in the campaign.”
The “Protect This House” campaign has become synonymous with Under Armour’s brand identity over the past two decades, and this latest installment continues to build on that legacy with a fresh and dynamic perspective.
CREDITS:
BRAND: Under Armour
- Director: Erinn Kahle
- Senior Manager: Jessica Pezzolla
- Senior Manager, Global Content: Emily Bois
- Lead Producer: Kara Smolenyak
- Creative Lead: Joseph Nolan
AGENCY: Supervillain
- Founder: Nam Nguyen
- Creative Director: Brendan Hurt
- Operations Lead: Nikhil Warrier
- Producer: Andrew Kappel
PRODUCTION + CREATIVE STUDIO: EVEN/ODD
- Director: Mohammad Gorjestani
- 2nd Unit Director: David Camarena
- Executive Producers: Malcolm Pullinger, Taraneh Golozar
- Producer: Rodney Byerson
- Cinematographer: Andrew Yuyi Truong
- Production Designer: Emily Kingston
- Editor: David Camarena
- Post-Producer: Annie Leung
- 1st AD: Marcus Brown
- 2nd AD: Zoe Palmer
- 1st AC: Jeff Ryan
MUSIC: Featuring: London on da Track & Justin Jefferson
Follow us on Facebook and Instagram
