Puma are on to something here.
This viral, which is probably my favourite of recent weeks, was created by Droga5 and considers the “out of hours athlete”.
The thing I love about this is that it relates exactly to a recent post about Diesel. My criticism of Diesel in that post was that the actual campaign concept (not the execution) felt quite generic and tired. However, this Puma campaign is really unique, not doing something I’ve seen a sports brand do before. The music and direction of the video is also pretty emotive, and left me feeling like I wanted to go out instantly and rip up the town!
It’s also hosted on the Puma Social site, and features great strap lines like, ”It’s a lot more fun to take a 5am cab than a 5am run” and “Give 75 per cent”.
The real disappointing thing though, is that the social site is ridiculously sparse, with nothing additional to offer the user. For a few minutes after the video, I had the urge to support the notion or even the cause I felt the video was promoting, but nothing allowed me to do this. I really hope Puma and Droga5 develop this fast because there is great potential and a brilliant campaign here, just ready to be let loose. I’ll be keeping my fingers crossed.
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