New Ad Campaign Focuses on Sportlifestyle Product
Boston, Massachusetts, November 15, 2004 – Today, PUMA announced a new ad campaign titled, “New Stuff,” which will break globally in December 2004. After revealing the brand’s personality in the Hello print campaign shot by famed photographer, Juergen Teller, PUMA decided to complement brand’s image through a product-focused campaign.
The “New Stuff” campaign highlights unique new product offerings from PUMA that capture the brand’s signature style. Visually, the campaign is very fresh and clean; the product is featured front and center on a crisp white background. In each 15-second TV spot an animal interacts with the product in an adoring distinctive way and the music featured highlights this interaction.
The three executions are planed to run on either terrestrial, or national, and cable stations globally. The concepts running this December feature three marquee PUMA products. In one execution that highlights the vibrant color palette of the TX-3, a 1980’s running shoe, hordes of blue butterflies swoop in and carry the shoe off screen. The second spot features any army of ants that flex their muscles by walking off with the Scrill, referencing the earthy character of the rock climbing inspired shoe. One of the most playful spots features PUMA’s signature track training shoe, the Taper, being carefully inspected and handled by a curious monkey.
In addition to the TV campaign, a print execution will follow and both will run through Q1 of 2005. The print advertising reflects the focused simplicity and whimsical nature of the TV spots.
This campaign will also carry though into creative media tactics engineered by PUMA’s global media buy agency, Zenith Media. PUMA’s brand management teams headed by Antionio Bertone drive the visual concepts with the tactical creative concepts directed by Andrew Zuckerman.