Cammalleri shot TV ad in one marathon training session
Body double worked little in Cammalleri commercial shoot
STEVE MACFARLANE, QMI Agency
|Flames forward Mike Cammalleri is also the face of a new Adidas ad campaign. (Supplied)
CALGARY - Talk about cramming.
In about 32 seconds of footage, Michael Cammalleri can be seen harnessed up and pulling weights on a sled behind him, running uphill, diving into a pool, pushing a sled loaded with weights, sprinting on a track, running backward while someone else pushes the sled, doing reverse crunches, curling a log, pressing a log, tossing a medicine ball, sparring in the gym, climbing stairs, descending stairs, doing pull-ups, playing floor hockey, skipping rope and hitting the treadmill.
It wasn’t spaced out over a month of filming either — a marathon 12-hour training session last summer resulted in the half-minute adidas commercial spot.
“I probably got a little carried away,” Cammalleri said with a laugh. “We had a body double and, if you know me at all, I didn’t let him do much.
“I was too much of a perfectionist.”
The sweat you see is real. The smile you see as he pauses on the track to let the camera catch up, only long enough for a close-up of the grin before he sprints away again, was either filmed early or forced.
“I actually had to take some time off after that because it was such a strenuous day,” said the 29-year-old Richmond Hill, Ont., product who has become the Canadian face of the athletic company.
“You live and you learn the lesson. Next year when we shoot the campaign, next summer, we’ll be a little smarter about it.
“I probably put a month of volume into a day. It’s probably not the best thing for you.”
Cammalleri is a known workout fiend. That and the fact he is a Toronto-area athlete who has played in NHL hockey hotbeds in Calgary and Montreal attracted him to adidas marketers looking to grab some attention and relate to athletes north of the border.
He spends his summer’s training with Matt Nichol in Toronto, mixing it up in all those ways featured in the adidas commercial.
“All the stuff you see in that was my real equipment. That’s where I really train,” Cammalleri said of the ad. “It was shot at the gym and the track where we do our summer training. They kinda came in one day and scouted it with me.
“They basically just took my exercises and shot me doing them. And shot me doing them again and again and again and again and again.
“Then used a fraction of it.”
The commercial, likewise, is just a fraction of his relationship with adidas.
Cammalleri swears by their product and says he’s been loyal to them for about seven years.
“It’s been a fantastic relationship. I’m a firm believer in the product,” he said. “This isn’t just a commercial where I wear it. I really do train in those shoes and wear their stuff.
“It’s cool for me because I think if you’re gonna be an athlete and endorse product, I think it’s important you pick product that is in line with your brand and what you believe in.”
With the new adipure trainer (the one with the toes) hitting stores, adidas approached Cammalleri about promoting them.
“They wanted to get some exposure to the Canadian training market via hockey, and they approached me with an idea for this campaign,” he said.
“I was completely flattered. What can I say? I guess playing in the markets I’ve played in and being looked at as someone who trains and thinks fitness is a big part of their life, that’s kind of someone they wanted.
“I feel like the more fit I am, the better I feel out there, the better my chances of performing well. That’s kind of how I got to where I am, I guess.”