Wednesday, July 25, 2007

Chick clack?



Boom boom tap? I'm not sure I understand.

"Click clack" speaks my language. That's clearly the sound of cleats on polished cement as you leave the locker room looking for a throat to tear out. That right there is onomatopoeia at its finest. It's simple. It's universal. It works.

But "boom boom tap?" Does that even coincide with any sound an athlete could conceivably make? It reads and sounds ridiculous. I get that you're looking to make womens' sports look every bit as bad ass as mens' sports, but this isn't doing the trick. Instead I just ended up rewinding the volleyball bits six times looking for camel toe. Perhaps you could start by not beginning the commercial with what sounds like the riff from "Fantasy" by Mariah Carey, and then move forward from there.

Awful work all the way around, Under Armour marketing department. You're lucky Vernon Davis hasn't raped you yet.

1 comments:

The Urban Backpacker said...

My first thought was that "boom-boom-tap" was a reference to We Will Rock You, which could have worked as the music bed for this spot. It wouldn't be the same as "click-clack" but at least it would have some tie to sports.