The Misty Buzz

So, the whole Misty Copeland Under Armour ad has been everywhere lately. Even people I didn’t think were into ballet are posting it on their Facebook feed and it’s all over the news lately.

If you’ve — somehow — missed it, here you go:

Let me start by saying that there are a lot of great things about this ad.

I love anything that puts ballet into the media.

I love that it shows the true athleticism required to be an elite dancer. It’s not just flapping one’s arms about and looking pretty… you need to have incredible strength to make it look that easy. So kudos to UA for showing that.

It bucks the unhealthy waif myth about ballerinas.

And, it has a kick-ass reminder to stay strong and keep working hard for what you want.

But… I have some issues with the ad campaign, or at least some of the press it’s generated.

For one thing, I’ve seen a lot about how this shows that ballet is a sport. Ballet is NOT a sport, it is an art. Yes, it is an art that requires a great deal of athleticism. But it is not a sport. Sure, it is reduced to sport in some areas. We try to grade dancers on technical abilities and artistic merit. But so much of what makes ballet great is the unspoken communication between performer and viewer. And that can be a very personal thing.

I mean, I love hockey. And yeah, it can get me very emotional at times. But much of the emotion is related to whether a goal was scored or a save was made. As a spectator and fan I don’t really care if a goal was pretty or not, if a save was a case of x-ray vision or pure, dumb luck. It’s the end result.

In ballet there’s so much more to see. I’ve gone to ballets where my companion and I saw the exact same show and had two very different interpretations and reactions to what we saw. There is no final score. The end result is up for debate.

So, sorry, opiners, Misty Copeland is an athletic artist, not a sportswoman.

Then, the voice-over. Is this a letter that Misty received? Or is this something Under Armour made up for a good story? Because from what I’ve read of Misty, she never even really danced until she was 13 and was encouraged to pursue it even though her family had doubts. She had such pure, raw talent that the ballet teachers who saw her pushed to do it, far from the discouraging tone of the words in the voice-over. Maybe this is a real letter, but it just doesn’t jibe with what I’ve read of her story. I want to know more about that…

And then there’s something else… I guess maybe the fact that this is so focused on this feeling of rebellion. That, yeah, Misty might not be the image that pops into someone’s head when they think of a generic ballerina, but she had grit, strength, and a don’t-tell-me-no attitude that propelled her to the elite ranks. I’m sure all of that is true. It’s just… there are a lot of plucky, gritty, strong, determined dancers that don’t make it. And the message of this ad seems to be, well, clearly they just didn’t want it enough. The reality is sometimes you do all you can and things don’t work out the way you wanted. And sometimes you end up in a dream position without even knowing that’s where you wanted to be.

I’m not quite sure what point I’m trying to make here. It’s just, I see all these people (mostly people who know zip-zero-nada about dance) being all, “Ooh, this is so awesome, so inspiring!!!” and I’m like, yeah, it’s cool, but…

Something about it just doesn’t quite ring true to me, and I can’t put my finger on what that is.

Anyway, all that aside, the big burning question I have out of this ad campaign is… when is Under Armour going to get into the leotard business? Because, seriously? I sweat like nobody’s business in class and I could use some of that awesome wicking technology in my leos so I don’t look like I just I’ve been to the swimming pool instead of ballet class.

About these ads

2 thoughts on “The Misty Buzz

  1. yt says:

    I think when it comes down to it, it’s a commercial. It’s not going to tell the whole story – about Misty, about ballet, about dancers. My reaction was, cool, it’s Misty, then oh, it’s probably just UA trying to show that they have gear for women. The NY Times story “Under Armour Heads Off the Sidelines for a Campaign Aimed at Women” has some background about the ad.

  2. Terez Mertes says:

    Agreed with all that yt said. The thing you can’t put a finger on, Rory, is that this is geared not toward us, ballet peeps, but the mainstream public, and it does feel a bit disingenuous. (Like – ah, yes – they’re trying to sell us something!) Yes, very sports-oriented, but I was actually okay with that, b/c, again, the mainstream thing, and it’s connecting this huge, huge jock population with ballet. Never mind that most of the film work was more like something from So You Think You Can Dance – and although they did some wonderful close-up on the pointe shoes, it was still more Black Swan than “real” ballet. I’m thrilled that an unknowing segment of the world (a vast majority segment) is taking a second look at ballet.

    It’s funny that you posted this on Aug 2nd and said “if you somehow missed this,” and here it is late September, and actually I just saw it and blogged about it at my own site last week. Boy. I’m seriously late for the party, huh?

    Nonetheless, very much enjoyed reading your comments!

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s