Puma sets out to own the night with launch of 2012 ‘Puma Social’ campaign via Droga5 NYC
Puma Social, known for empowering late night After-Hours-Athletes throughout the world, is launching its first short film via majority Aussie-owned agency Droga5, New York.
Directed by Fredrik Bond, the film captures and shares the spirit of fun, energetic late night activities and competitive bar-sport warriors. From darts and shuffle board to ping pong and late-night eating, the film inspires the millennial generation to break free of the confines of reality TV, fame hunters and prima donnas and challenges them to create their own stories with friends and teammates. The film sets out to spread the Puma Social philosophy — that life deserves to be played and enjoyed with others, that channel surfing is not a sport and sunrise is the only elmination ceremony. \
The Puma Social experience comes alive in various countries across the globe beginning in 2012, including Brazil, France, Italy, Russia, China, Japan, US and then culminating at the ultimate venue for athletes — the Olympics. This summer, Puma will open us the largest Puma Social club, The Puma Yard in East London during the Summer Olympic games.
“It takes a lot of humility for a sports company to celebrate something as insane as an After Hours Athlete but since Puma is a sport lifestyle brand it gives us the liberty to mix things up a little bit,” said Antonio Bertone, Chief Marketing Officer, Puma SE. “Part of what we try to do from a marketing standpoint is to show our consumers people they can relate to and see a little bit of themselves in. So what’s fun about the archetypes is that we are drilling down into stereotypes that may seem familiar to ones own social network.”
The short film features apparel, footwear and accessories from the Spring Summer and Autumn Winter 2012 Puma Social collection, which creates the uniform of the After Hours Athlete. Just as Puma will sponsor professional athletes during this year’s Summer Olympic games, Puma Social wants to be the sponsor of those obscure, bizarre and after-hours games that bond friends and create “remember that night…” moments.
8 Comments
Digital marketers have been banging on for 10 years or more than the younger generation no longer watch tv. They’re all on YouTube or Facebook or downloading movies from Pirate Bay.
I love the whole After Hours Athlete idea, but I think this spot is talking to a completely different target audience.
Sound design is amazing.
Don’t think there are enough legs in this idea for round 2. This feels like the rejected script with the rejected VO from last year.
that’s the mood edit, where’s the commercial?
Say what you want. This stuff is in another league than you players.
Don’t be so defensive ‘+’
I’m making a valid point. I genuinely believe this spot misses its target market entirely. Kids of the age depicted in this commercial already go out and get pissed til the wee hours of the morning.
The original After Hours Athlete celebrated this insight, not encouraged them to go out, as the sequel does.
As insightful & inspiring as the first one was, this follow thru is a Jaws 2! You can tell how bad a shop can be when they start getting bigger.
This one jumped the shark!
Just beautiful. TV sounds only is ballsy. I seriously love this campaign.