In it, you will find Brazilian Jiu Jitsu (BJJ) icon Robert Drysdale doing a dynamic move called "the flying armbar". For the uninitiated it looks like a simple tackle, turned judo throw. But really, the opponent lands in a smooth arm lock. The direction, the music and the move itself are beautifully executed. They don't have to say "The best fighters on the planet wear our brand"- they just showed you.
When the average UFC fan watches this ad, they may like it for the coolness of the ad itself. But real MMA and Brazilian Jiu Jitsu fans who live and breathe this sport know Drysdale and they will feel a cultural connection that breeds brand loyalty long after the ad is over.
Here are another tapout ad featuring MMA fighter Houston Alexander:
P.S. Many MMA and BJJ brands are blowing it in their ad campaigns. More on that later.
-Beyond Urban Branding