The over-the-top nature of the Dos Equis "Most Interesting Man" ad campaign probably doesn't seem to be authentic, but it actually is.
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millennials
With #IwillwhatIwant, Under Armor has crafted a narrative that feels relatable to everyone (who can't relate to crushed dreams and hoping to overcome when the odds are stacked against you) while emphasizing their brand strengths.
The how-to videos would have been a miss if it was just the football dads with their daughters but instead these professional athletes are actually doing their daughter's hair, listening to her preferences and showing every dad out there, "if I can do it, you can do it."