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Jaggad – JAGGAD x ROCKY

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From the opening shots of this JAGGAD spot by Summerjax Inc., it’s clear that it’s focus is the discipline it takes to reach a fitness goal. 

Featuring Rocky Barnes, granddaughter of Bruce Lee’s trainer, JAGGAD x ROCKY shows the lengths that a martial arts expert and black belt will go to achieve their goal, with images of barbed wire and an empty, dark gym invoking the physical strength it takes to get there.

Presenting Barnes as the embodiment of physical and mental strength, the spot’s powerful voiceover reflects on her training for three to four hours a day as a young girl, commenting “I’m not scared to put in the work. I’m not scared to be uncomfortable. I’m not scared to be me,” over shots of vigorous exercise. 

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