Puma – HardChorus – (2010). Brilliant.

Cliched football ads are hard to avoid.

Puma remain an exception to the Big Brand rule. They have a tone of voice that works, is relevant, interesting and motivating and supports their unique point of difference.

This ad is topical and oozes insight. It is already an on-line hit with the fans.

It is also useful – ref their website: http://www.pumahardchorus.com/

As the site says:

They want to be in your arms.You want to be in the stands. What do you do when Valentines Day falls on game day? Dedicate and send this song at www.pumahardchorus.com
Beats the italian version hands down: Puma Italian HardChorus – Ti Amo
Well worth a few credits:

Agency: Droga 5, New York
Creative Chairman: David Droga ECD: Ted Royer
Creatives: Petter Hernmarck, Erik Hogfeldt
Agency Producer: Dana May
Director: Ben Gregor
Producer: Ben Mann
Production Manager: Hannah May
DOP: John Lynch
Post House & Producer: The Mill
Edit House/ Editor: The Whitehouse / Alaster Jordan
Sound House/ Engineer: Envy
Music: Savage Garden “Truly Madly Deeply”

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Nike ‘make the difference’ by Wieden & Kennedy London

Most of us who appreciate good advertising, appreciate the work of W&K for Nike Football.

It is creatively insightful, global in scale and utilizes all of their assets (players and teams) to full effect.

The really interesting thing about the campaigns is the level of continuity and integration across platforms, countries and products.

The new offering is the “Make The Difference” campaign. The integrated campaign of TV, OOH, Print and Digital premieres in the UK and then continues to roll out globally throughout the year. It is about what makes the players who feature in the spots truly great.

The first two spots featuring Theo Walcott (Arsenal) and Wayne Rooney (Man Utd), premiered in the Arsenal v Man Utd match last Saturday. Obvious but excellent placement.

The Rooney spot, shot by director Malcolm Venville, opens on a very mentally focused Rooney staring at his reflection in a locker room mirror. It delivers a professionals passion for the game in a new innovative way. Great stuff – even for a Newcastle fan.