Under Armour has leveraged artificial intelligence (AI) to create ‘The Ultimate Team Talk’.
The campaign sees British actor Ashley Walters deliver an inspirational 90-second pre-match speech with the script entirely created by ChatGPT.
The sports apparel brand said the driving mission behind its new campaign was to create ‘the most inspirational team talk of all time, designed to help team sport athletes go all-out for something bigger than themselves, the team.’
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The new ad is an extension of Under Armour’s 20-year-old ‘Protect This House’ marketing campaign.
To create the speech, Under Armour consulted sports psychology literature and spoke to football stars that included Liverpool and England defender Trent Alexander-Arnold. Those insights identified ‘twelve elements that are likely to increase the effectiveness of a pre-game talk delivered by a coach or captain in a team sport environment,’ as described on Under Armour’s website.
Under Armour’s campaign partner Hedgehog Labs then used those elements to feed ChatGPT ‘a series of directions’ informed by the research phase, the most important of which was to ‘utilize language that invokes a fierce sense of camaraderie and a defender mentality.’