Cam Newton dodges wild beasts in a dark forest and knocks down trees in Under Armour’s latest promotional video from its “It Comes from Below” marketing campaign.
The video is timed for the Carolina Panthers’ quarterback’s NFL opener Thursday night against the Super Bowl champion Denver Broncos.
Newton, a natural showman who is one of Under Armour’s top NFL ambassadors, is wearing the C1N, his signature football cleat, during the spot.
Under Armour launched the campaign in July with a video featuring baseball’s Bryce Harper.
Created in partnership with the Droga5 firm, the Newton ad will feel familiar to those who follow Under Armour spots. The tone is dark and foreboding. It’s set to a passage inspired by “Watership Down,” the children’s book telling the story of a rabbit overcoming a series of obstacles.
The spot is narrated by Jackie Newton, the quarterback’s mother. “The narrative voiceover adds another deep and personal layer to the film, epitomizing her role in Newton’s life, and how she continues to be a guiding voice of encouragement and support,” Under Armour said in a news release.
Newton often uses the pregame period to model Under Armour cleats, some with radical new designs.
Newton wore gold cleats during warm-ups of a regular season game last year to mark the fifth anniversary of his Heisman Trophy while at Auburn.
Under Armour signed Newton to his shoe and apparel deal in 2011 when he turned pro.