Under Armour’s latest football campaign flips the narrative. Be The Problem turns a label usually thrown around as an insult into something powerful - the mark of someone who disrupts, challenges, and doesn’t follow the playbook. The visuals are surreal and intense, with players battling shadows, gravity, and themselves. It feels more like a psychological thriller than a sports ad, all set to a voiceover by Tricky from Massive Attack. So what do we learn from this? In a University world, not every student is looking for perfection, and to be the hero. Some come with doubts, with setbacks, with labels they’ve been given. Some simply aren’t interested in being top of the class. But that doesn’t can that they don’t want to get stuck in. Maybe challenge the norm even. Campaigns that show deeper feelings like this, not just superficial binary success, can connect more deeply, with more people. And if you’re trying to stand out, reframing what it means to belong might just give you that extra yard.